Nike: Nothing can stop us – what next when female empowerment is yesterday’s rallying cry?

Nike, a sportswear brand, encouraged young women in Milan to get into sport by highlighting their existing skills and creating spaces for them to participate comfortably.

Campaign details

Brand: NikeClient: NikeAgency: AnalogFolk

Paper summary:

Nike sell sporting apparel to an audience they call Athletes*. A broad definition of those who participate in sports in some way - not just professional players or sports obsessed. But in Milan, a city of high-heels and high-fashion not running shoes and tracksuits, where participation numbers are low - there's nowhere for the brand to grow unless sports numbers do as well.

Faced with a particularly significant disparity between young men and women's participation rates in Milan Nike decided to tackle the problem head on. Rather...

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