NIKE fosters a culture of invention and prides itself in creating products, services and experiences for today's athlete while solving problems for the next generation.

Case study

Nike Women #BelieveinMore

NATIVE VML partnered with global premium lifestyle brand Nike and a host of contributors including Futura, Lampost, Liezel Zwarts and JP Hanekom, to change the way women traditionally associate with sport.

Typically, women have been conditioned to see sport as merely a tool for aesthetic benefit and Nike wanted to change that. Nike wanted to reframe this in the form of a live digital experience, called NikeWomen #BelieveinMore.

Challenge

We needed to drive registration on the Nike Women website. But how could we do this all year round when most women only used sport as a tool to work towards their "summer bodies"? 

Idea

We decided to use NikeWomen #BelieveinMore to inspire women to see sport as a tool for personal transformation and fulfilment.

The newly redesigned Nike Joburg City page interface focused on an easy registration process while taking women through an immersive and inspiring journey of the stories of some of South Africa's most admired young female athletes and leaders. This included world champion Caster Semenya,; 800-meter running specialist, Gena Lofstrand; professional trainer Zaakirah Khalek; fitness personality Sbahle Mpisane, professional dancer Tarryn Alberts and media entrepreneur Cassandra Twala. 

Result

The campaign smashed its event registration target of 1000 participants in just 4 days: 83% faster than forecasted.