Nike Well Festival

Leading social creative for the first ever Nike Well Festival, I led a team of creatives by providing the overarching concepts, visual direction, and narrative, and copy direction.

The content was to live across multiple platforms: Nike Women x Nike Well Collective x Nike London. In order for the content to make sense across all social handles, we needed to find a sweet spot - the intersection of all 3 entities and their core messaging without losing sight of the Nike POV.

All rooted in sport, Nike Women exists at the intersection of sport and style, while Nike Well Collective serves as a platform for holistic fitness. Taking these into account, we infused tastemakers from London to create context into the festival. The intent was to create hype, encourage our consumers to join us, and find a happy balance and meet everyone’s needs across all the fields of play.

To create hype and infuse movement, style, the spirit of London, this format created a blueprint for future festivals to come.

Engaging festival-goers and adding a human element to our rollout, we asked what activates their inner goddess.

At the end of the day, we all sell product. But presenting product to our consumer in a way that feels authentic is key. Highlighting London-based influencers with a unique sense of style and a connection to sport allowed us to plug in where it makes sense.