Nike Well Collective

Leading copy for the Spring Nike Well Collective social content, the approach we took to the stories focused on holistic fitness. Viewing movement, health, and wellness as a lifestyle ecosystem, the apparel existed to serve your body in a multitude of ways - from gentle, mindful practices like yoga to high intensity training.

The tone of voice was not one of competitive nature, but one that was approachable, relatable, realistic. Because the Nike Well Collective believed that rest was essential and productive.