NIKE: The Athlete*s forum

Brand Strategy & platform
for nike’s global marketing, content, editorial and social

STRATEGY

  • INITIATIVE:

    Built on the brand belief: “If you have a body, you’re an athlete.”
    Nike is one of the most beloved brands in the world. But in recent years, Nike’s focus on championing & storytelling around only elite athletes had left many consumers feeling intimidated and that Nike was too elite for them.

  • INSIGHT:

    Whether you’re a pro making a finals comeback or running the first mile of your life.

    Self-doubt kills more athlete’s dreams than failure ever will.

  • IDEA:

    THE ATHLETE*S FORUM
    A global brand messaging platform where we showcase how Nike fuels athletes of all experience, background and ability to take on self-doubt everyday, athlete* to athlete.

    We do this by:

    Revealing the athlete* in every human.

    Revealing the human in every athlete*.

Revealing the *athlete
in every human.

Insight:

Dreams come in all shapes, sizes, colors, and languages - just like athletes.

Impact:

  • Premiered in Broadcast during the 2019 ESPYS.

  • Outperformed content with elite all-star athletes.

  • 2.6M Views on YouTube.

  • Most engaged video on @Nike.

Revealing the *human
in every athlete.

Insight:

  • Sam Kerr Birthplace: There is no blueprint to becoming the greatest in your game. Every athlete has a unique past that shapes who they’ve become and the future they want to create.

  • Nike Fight Club: Athletes often fight for more than a victory, — they fight against preconceived notions based on their religion, gender, or upbringing.

  • Don’t Change Your Dreams: Humans have achieved incredible and seemingly impossible feats through sport. But the true power of sport is that it can push the world forward.

Impact:

  • Sam Kerr Birthplace: Premiered in broadcast during halftime of the 2019 Women’s World Cup

  • Don’t Change Your Dreams: After our story about Neide Santos aired, Brasil took notice. She finally received a grant to build a community center for her Vida Corrida family after more than 18 years of applying. The government honored her with awards and invited her to speak at over 20 conferences/events.