NIKE WOMEN | #BETTERFORIT
CONCEPT
Nike wanted to connect with the average female athlete on a relatable level and tap into their feelings about working out. Like, where does anyone find the energy to JUST DO IT? We launched a content platform with a global brand initiative to bring this honest narrative to life: come to get inspired, leave to get #betterforit. Simply put, it's about embracing vulnerability, having the confidence to fail, and owning the discomfort that comes with growth to come out stronger on the other side.
BRINGING THE CONTENT PLATFORM TO LIFE
Working closely with Nike’s Digital Global Team and Wieden + Kennedy, whose spots launched the campaign (included for context above), we commissioned talented artists to create content entered around strength and humor. As Associate Creative Director, I led campaign strategy and art directed Nike's first custom Tumblr; a collection of custom illustration, photography, video and gifs that challenge fans to push outside their comfort zones with confidence, whether training for a marathon or simply running a block further than the week before.
RESULTS
Nike's ongoing evolution from inspiring women to 'just do it' to enabling them to improve through a digital ecosystem of engagement has built a worldwide community of users in the process.
TEAM Conscious Minds Cameron DeArmond, Veronica Turner, Michael Bishop, Drew Shafer
ROLE Associate Creative Director art direction, content creation, strategy, copy