Nike Running / e-commerce and content
What women want
Changing the rules of engagement
Insight
Not all runners are equal
In a world where all the running gear for women was “men’s but in a smaller size and pink”, many sports brands didn’t cater to women’s unique needs and wants. Nike wanted to challenge the perception of the category. The company was famous for sport heroes that women couldn’t find relatable.
Challenge
How to engage women in their own terms?
Idea
Celebrating differences
Women enjoy running as a social activity: in a group rather than alone, and as part of training for their general fitness, rather than for racing against each other. The ecosystem strategy included brand, product and advice content catering to women’s different running bodies and mindsets and a video masterclass on training delivered by Paula Radcliffe, not as an Olympic super-hero but as a relatable soon mom-to-be. Touch-points included CRM, social, ecommerce and online media.
Impact
The first step of a new journey
The first running masterclass for women by women
Deliverables
audience research, including ethnographic research
relationship management
localisation strategy
creative strategy
KPI framework
