You Got This

The power of sport for youth is undeniable. But Nike’s brand research team found that in 2023, girls are dropping out of sports at twice the rate of boys by age 12. So we created a series of four films of empowering global content, bringing together girls and Nike all-star athletes to talk about how they continue to push and stay inspired about the sports the love. The films, each in a different language with a custom track by Flyana Boss, created a safe place for real, unscripted, girl-to-girl conversations normalizing fears and vulnerabilities while highlighting how sports can empower them to be their best selves. With a wide release and millions of views across YouTube, Instagram, and TikTok, effectively reaching a new generation of athletes.

This 60-second film was essential for launching the initiative. While the broader series of four films targeted teens and young girls, this particular piece was uniquely crafted to speak directly to their parents, ensuring the message resonated with those who support and influence them the most.

Credits

Role: Nike Creative Concept Lead

Creative Partner: Ok Cool

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