Nikewomen – Be Transformed - A 360 Campaign

Copy & TV Treatments
A revolution is occurring Asia. The traditional male-dominated society is vanishing; and in it’s wake a new generation of young, assertive women prevails. Knowing this, Nike released their new line of Sister Ones Crosstrainers - a shoe that dares women to, literally and figuratively, chase their dreams. We created a 360 campaign that sent our women a clear message - you need not look elsewhere for inspiration, for you possess the inner strength to become your own superhero.

TV

Print & Outdoor
Rollover To Read Copy

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When I train in my Sister Ones+, my inner-strength pushes to the surface. Inspired by natural motion studies, they support how I am meant to move. Light and strong, they propel me from reality to possibility. Flexible and buoyant, they let me go in any direction, so I can become anything. And in this moment, I become champion.

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When I train in my Sister Ones+, I leave behind who I am and catch up to who I will become. Inspired by natural motion studies, they support how I am meant to move. Light and strong, they let me race ahead of any obstacle. Flexible and buoyant, they let me go in any direction, so I can become anything. And in this moment, I become speed.

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When I train in my Sister Bolds+, I defy physics. Thanks to the ergonomic design, they support how I am meant to move. Thanks to the light upper, I rise as gravity falls. Thanks to the flexible midsole, I gather velocity till I spin like a record. And somewhere along the way, I dance into my own superhero.

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When I train in my Sister Ones+, I tap into a secret source of power. Inspired by natural motion studies, they support how I am meant to move. Light and strong, they let me hit it harder, push it further. Flexible and buoyant, they let me go in any direction, so I can become anything. And in this moment, I become invincible.

Press

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Credits - Cowriter: Ellen Karas

Nikewomen – Love Starts Here

Concept & Copy

Since most girls in Asia viewed sport as something solely reserved for boys, Nike’s eternal quest to bring out everyone’s inner-athlete has been met with much silence there. So we decided to speak to the girls, in their terms, about the softer side of sport. By giving them the lowdown on the fun side of fitness, we enabled them to start a relationship with sport, so they could discover the joy and thrill that comes with it.

Video of Site

The Editor’s Note – Every season I’d write a message to our girls to give them a preview of the site.
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The Fitness Collage – Basically this served as the Fitness Cliftnotes for our girls, giving them the information needed to go out and explore the deal on their own.

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Triathlon Training Journal – The inside of the triathlon journal in the fitness collage. Though training for a triathlon would seem impossible to most, this account personalized the experience, making it more approachable.

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Nikewomen – Go For Better

Concept, Interviews & Copy

After turning her on to sport last season, the time was ripe to seal the deal and encourage her to hit it harder, to go for her gold. How’d we do this? We inspired her with Maria Sharapova’s amazing story and gave her personalized training tools.

Maria 360

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Using an unassuming and casual tone in this journal gave Maria a more accessible persona.
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Nikewomen – Colors

Concept, Copy & Treatments

In tribute to the upcoming Olympics, Nikewomen created a line of ‘her favorites’ that sported the Olympic ring colors. And when Nike asked us to connect this line with the emotional construct of ‘releasing her inner athlete’ we analyzed the relationship between color, mood and fitness. Knowing that different colors effect your mood and different moods effect your workouts, we created a visually visceral experience that gaged her mood and placed her on a color path containing the activities, the athletes and the gear which teased out her inner athlete of the moment.

Site Experience

The Blue Color Path
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The Yellow Color Path
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The Red Color Path
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Nikewomen – Vintage Running

Vintage Running – Concept & Copy

It’s easy to see why Nike recreated their newest line from their oldest footwear - it’s got that ethereal quality that makes you appear as though you’re accidentally cool. Showing off that renegade spirit, we created a time warp that beamed our girls back to when Nike was, the one and only, rebellious champion of the athlete.

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