Nike empowers the youth to use sport as a vehicle to create meaningful change
The Insight
On TikTok, creators were amassing highly-engaged audiences by going on week/month/year-long “streaks”, where they would post daily vlogs about working towards a personal goal - whether it was avoiding soda or walking 10,000 steps a day.
These videos would receive an outpouring of support from the community and inspire viewers to take action towards their own goals.
The Problem
During the thick of the pandemic in 2021, sports programs around the world came to a screeching halt, leaving students without a proper outlet to stay active.
The Opportunity
Nike wanted to encourage Gen Z audiences to prioritize movement as a way to improve their physical and mental wellbeings after the lockdown
The Solution
Have Nike sponsor these self-improvement journeys through the lens of sport.
We partnered with creators across the globe to commit themselves to a new sport for a month and document their progress on TikTok, encouraging fans to follow along and embark on their own #PlayNew journeys.