W&K London TV spots to support Nike events.(Wieden and Kennedy London, Nike Inc., Stickman campaign)

Wieden & Kennedy London is to unveil a series of television spots for Nike in an extension of its Stickman campaign as the sports brand launches a nationwide initiative to find the best freestyler in the UK.

W&K London will produce nine TV spots supporting and promoting a UK-wide series of events, which Nike is organising to encourage kids to express themselves through sport.

The first tranche of ads will feature kids doing cool moves and showing their skills in both football and basketball, in a bid to get people to the events.

Events will be held in London, Manchester and five other cities to attract kids, with competitions being held to find the best freestyler. Participants will be asked to showcase their moves in front of a crowd.

In a tie-up with the music channel MTV, four winners will face-off against each other and appear in their own Nike freestyle ad on MTV.

All ads will showcase a number of freestylers doing tricks together in up to 36 boxes filling the TV screen, which will move and change shape throughout the spot.

'MTV is not the easiest medium in the world to stand out in, so that's why we opted for something that is simple and graphic,' Kim Papworth, the joint creative director at W&K London, said.