NIKE WOMEN
ENGAGING a younger generation of ATHLETES
SYNOPSIS
Nike Women’s Instagram had lost touch with young women, featuring campaigns built for elite athletes. Meanwhile, Gen Z women were already moving—running between classes, dancing with crews, training at local gyms—but Nike wasn't validating it as real sport.
The insight: these women didn't need permission to be athletes. They already were, and just needed to see themselves on screen.
In partnership with Nike's social and digital team, we created a comprehensive brand playbook that shifted Nike Women from performance exclusivity to everyday participation, repositioning the brand and giving global creators a unified framework to tell stories that resonated with a younger generation.
MY ROLE
Stakeholder workshops
Platform strategy
Editorial content strategy
Ecosystem strategy
Measurement framework
THE SHIFT
The transformation showed up everywhere. Product-first studio shots became editorial content woven into real life. Static, posed perfection became raw, candid movement. Iconic athletes alone became everyday athletes, fenoms, and pros side by side.
And instead of talking at young women, Nike started engaging with them—celebrating imperfect moments and building a feed that finally felt cohesive. The work gave global creators clear guidelines while keeping the voice flexible enough to feel authentic across markets.
