PROBLEM:
How does Nike reach a new audience, in their most pivotal years, and show that a brand authentically aligns with a generation who stands 10 toes down
on important issues like climate change? Gen Z can’t be bought for long-term brand loyalty.
SOLUTION:
Welcome to Nike Field Access Collective. We reimagined how Nike's Global Comms team builds relationships with youth by telling stories
that go beyond sport and style to include shared values.
As the first-ever Creator program, we built, educated and partnered with young women who inspire teens 13-18 years-old across Nike's key global
comms priorities. A reciprocal collaboration educating Nike Corporate leadership the new media landscape and Creators new to partnering with a brand.
RESULTS:
A collective of creators across Nike’s NA, EMEA, and APLA markets
66% total positive sentiment*
5M+ total views with a 9.54% average organic engagement rate**
15 new Creator relationships that brought a net new international audience of 3M+ young women to the brand
Built, fostered and nurtured Creators with unique briefs aligned to Nike’s global priorities; establishing new, younger voices as key PR and Media outlets
*Compared to Nike’s flagship @Nike IG account with 22% positive sentiment
**Compared to the industry benchmark of 1.75% - 2.53%
