Nike | "Swoosh City Explorer"
Problem: Gen-Z consumers were showing a growing skepticism in Nike's ability to resonate with New York and New Yorkers on a local level; of Nike's ability to truly understand, appreciate, and celebrate its diverse culture and the role its played in building Nike's popularity both within the city and across the globe.
Goal: Tap trusted New York influencers and invite them to take Nike consumers on a tour through some of the city's iconic neighborhoods and highlight the oft-overlooked spaces that play pivotal roles in the city's identity.
Solution: Profile these "City Swoosh" influencers as they invite the world into their backyards in a way that will feel real to seasoned New Yorkers + deepen that engagement online through equally approachable and familiar social copy.
