Nike Women

As part of a holistic strategic effort to represent women in a more authentic and diverse way, Nike Women approached us to direct and produce a photoshoot highlighting authentic and multifaceted women for their FA19 collection.

Authenticity & Diversity

Roughly 3% of sports imagery features women, and most women don’t see themselves represented in those images. So we helped Nike Women evolve how the brand captures and represents an active lifestyle through a female gaze.

Storytelling Objectives

Our goal is to further dimensionalize female athletes through images that give our audience a deeper view into their lives– stories and experiences across the major pillars of Nike Women life.

Inspired by Fenoms

Fenoms are the women who are shaping youth culture through sport, creativity and passion. With their mix of talents, they have the power to change the world.

@NikeWomen is tonally and visually different from other Nike channels. It’s a space that feels more personal. An approachable, participatory two-way communication between us and her.

We capture stories through the female gaze, and draw her in with a dynamic display of motion and poise. We show women as part of the collective, as well as women being themselves. All displaying their powerful, diverse, authentic selves.