Future of Fitness
Nike Women
Nike had a problem. Millennial women had begun to engage with fitness in a new way, mixing different kind of sports as part of their routines to fit their moods and needs. Though Nike had a lot of love from this audience historically they were not engaging with the brand on a regular basis.
This was in part because Nike were not meeting her new needs. So we built an ecosystem using their service apps that flipped the script altogether.
The result was an end to end editorial strategy around holistic fitness that met her every single
day that we called FUTURE OF FITNESS. A holistic fitness editorial platform that worked across Nike’s app eco system: Nike App, Nike Run Club and Nike Training Club.
Tested by you
Nike Women
Everything you wanted to know about Nike products but were too afraid to ask.
Tested by You is a series where real womxn try and rate Nike Fitness products for the first time. Totally normal, relatable womxn full of personality, who aren’t afraid to try new things, or even mess up their reviews along the way. After all, who doesn’t love a blooper?!
They speak to us in everyday, ‘non-tech’ language, about their needs and opinions, but still talk directly to product features, triving interest in core fitness products and educate womxn about key features and what's right for their unique needs
I do to feel
Nike Women
Showing how real womxn do different actives to feel their all.
Real, personal and entertaining stories that show the feeling different womxn get from doing certain fitness activities. We told each womxn's story, giving her the platform to share her experience as well as any advice.
We explored their story, their reason for embracing the workout and most importantly, how it made them feel. Fitness is different for everyone, so we shared stories across a spectrum of womxn, from first-timers to trainers; with workout and run suggestions for whatever she's feeling in that moment, told through personal, relatable experiences.
