Nike | Yard Runners 4.0 "Draft Day"
Problem: Gen-Z wants to support and participate in brands they believe in and that embody their values, but Nike felt a disconnect. There was a growing sense of skepticism within Black communities regarding the authenticity of Nike's support of Historically Black Colleges and Universities (HBCUs).
Goal: Deepen the Nike Yard Runners (an annual campaign showcasing HBCU student leaders from across the country) equity and connection with HBCU and Black communities through an ongoing co-creation model.
Solution: Connect Nike's Yard Runner's to its audience via authentic, engaging social media, in-app, and email copy. Share these Yard Runner's inspiring personal stories and why they matter and help Nike weave those stories with the sartorial; in turn inspiring consumers to engage with the brand, pursue their own goals and believe in their own potential.
◆ ◆ ◆
◆ ◆ ◆
◆ ◆ ◆
◆ ◆ ◆
◆ ◆ ◆
Press:
Complex, Essence, Black Enterprise, Nice Kicks, Sneaker News,
Squad:
Agency: League Twenty Two | Photo: Collective Gallery | Styling: Dex Rob | CW: Aaron Randle