Nike: Shape The Future

Nike reimagined its positioning on sports bras based on the insight that without support, she stops sport. There is a vast amount of misinformation around bras confusing her. Our team saw an opportunity to give her the confidence to stay in sport by providing her the ultimate support system by showcasing the power of the collective within sport and turning her drop off points in into acceleration points for a better lifestyle. And with that, shaping our future because women who stick with sport shape business, politics, culture, and the world.

All it takes an ally to show her she’s not alone.

Hero AVs

We introduced this season’s allyship protagonists and their own stories through :15 videos on Instagram Stories and In-Feed carousel posts.

Social

UX Writing

Digital is a very important part of the Nike ecosystem. We created digital toolkit support (App, Website, Email) for the release of the new sports bras by leaning into a support system narrative while speaking about sports in an inclusive and “gym buddy” tone.

**Note: click each image to enlarge**

Digital Stories

To further showcase our allyship campaign narrative, we partnered with the Global brand marketing team and our Geo teams worldwide to feature three protagonists whose personal sport story aligned with our strategy. In depth stories via digital helped capture the full scope of their own journeys.

**Note: click each image to enlarge**