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.

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.

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.