Baseball star Ronald Acuña Jr., an Atlanta Braves outside hitter, is the face of the campaign for the new NIKE Diamond cleats.
The Berlin-based agency ONE HUNDRED BERLIN handled the campaign's post-production, and Gianni Gallant was the photographer.
Venezuelan-born Ronald Acuña is considered one of the most complete players ("five-tool players") in modern MLB: In 2023, he became the first player in history to hit over 40 home runs and steal over 70 bases in a single season. For this historic achievement, he was unanimously voted MVP (Most Valuable Player) of the National League.
Ronald Acuña Jr. comes from a true baseball dynasty. Almost all the male members of his family have been or are professional players. His father, Ronald Acuña Sr., played for years in the minor leagues, and his younger brother, Luisángel Acuña, currently plays for the New York Mets.
The advertising agency behind the Nike Diamond campaign is The New Company. The agency was responsible for the entire visual concept, including art direction and design of the campaign, as well as the production of the launch film featuring Ronald Acuña Jr. Steven Olimpio was the creative director, with Matthew Luckhurst as executive creative director (ECD).
The campaign aims to make baseball more appealing to a younger generation by combining modern technology with the grit (hard work) on the field.