PROBLEM:
With a global audience and changing views of what is seen as Sport, how do we shift the perception of “athletes”?
SOLUTION:
Spotlight On, a new photo editorial franchise that features everyday athletes from around the world, expanding how we view sport.
@Nike - the brand’s largest audience we created a cohesive Feed and Stories campaign— where IG Stories expanded on our athlete
stories with short facts and engagement prompts.
RESULTS:
Organic, passionate and new engagement. Inspiration, Shock, Awe and Delight. Old and new fans expressed their own heritage,
interests and identity; controversy too where cultures and audiences had a difficult time imagining athleticism and sports in non-traditional ways.
@Nike’s primary IG grew significantly during the Spotlight On campaign launch, to a 177 million audience.
By storytelling these everyday, often unheard people and communities, Nike’s platform elevated and educated beyond conventional perceptions
of who gets to be an athlete. We’re normalizing different ways of seeing others, including how sport can positively impact communities.
