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.

Nike’s true enemy isn’t defeat.
(You didn’t win silver, you lost gold)

It’s Self-Doubt.
Because self-doubt kills more athletes’ dreams than failure ever will.
IDEA:

THE ATHLETES’ FORUM
Where we showcase how Nike fuels athletes of all experience, background, and ability to take on self-doubt every damn day.
We do this from athlete*. to athlete*
Revealing the athlete* in every human.
Revealing the human in every athlete*.

Together with Nike Global Brand, Category, and City teams we built, piloted, and scaled the brand platform and operating model from broadcast and social to in-app and in-store.

The Athlete’s* Forum changed the way Nike spoke about and marketed to their athletes. From creating Nike’s most engaged content to date, top-performing broadcast assets, Viral moments with ESPN, FTW, to laying the groundwork for Nike launching their own Hollywood Studio.

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 including Lebron James and Cristiano Renaldo.
15M 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.

SEEDED THROUGH SOCIAL, SCALED VIA IN-APP, IN-STORE, & Broadcast

JUST DO IT Originals

FIGHT FOR YOUR DREAMS:

A series focused on four incredible athletes who had to fight incredible adversity to chase their dream.
In Zeina’s case the film actually helped her dream of fighting in international competitions in a Hijab a reality and changed the course of access to sport for a generation of girls to follow.

Wake Up Call:

An unscripted dose of ‘Monday Motivation’ that fit in your pocket. For athletes, by athletes.
This series ran uninterrupted for years, featuring nearly 100 world-class athletes and even jumped from Instagram stories to going viral on ESPN, FTW, DailyBeast and more
when Tiger Woods surprised the world with his 1:00 am hot take.