The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Marketing Brand Purpose Brand Strategy

Nike debuts ‘Nike Teens’ digital style and sports zine for young consumers

Author

By Kendra Barnett | Senior Reporter

November 8, 2023 | 5 min read

The sportswear giant appeals to teen consumers in the UK with its new digital publication and content hub, created in partnership with R/GA.

Teen girl taking selfie for Nike Teens

Nike Teens aims to help the brand connect more deeply with teen girls / Nike

Nike has launched ‘Nike Teens,’ a new female-focused digital hub for teens in the UK.

According to the brand, Nike Teens is a fully online zine designed to encourage young people to “be themselves, explore new sports [and] learn from role models who are their age.”

The online publication spotlights teen Nike athletes who double as influencers, including freestyle dancer and YouTuber Fleur Zwartkruis and track star Issey Kyson, who is an outspoken advocate of teen girls in sports. The hub also houses episodes of ‘You Got This’ – documentary-style films that profile young female athletes and tell the stories of how they overcame obstacles that made them want to quit.

Nike Teens also features educational and entertaining stories on topics ranging from personal style to developing better body confidence and how to navigate menstrual challenges.

What’s more, the zine includes integrated shopping features. Not only are trending Nike products highlighted in a scrollable section but visitors are also encouraged to discover products via shoppable photos of influencers and everyday teens in head-to-toe Nike looks.

Nike Teens, which is rolling out across European markets this month, was developed in partnership with R/GA UK. The brief, according to the IPG-owned agency, was “to help solve the challenge that Nike … had no dedicated digital space for teenagers.” With this issue in mind, R/GA UK was tasked with helping the brand develop a solution that empowers teens to “[create] a lifetime relationship with sport and Nike.”

Suggested newsletters for you

Daily Briefing

Daily

Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week

Wednesday

See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

“Teens are a tricky group to get right,” said Nick Pringle, chief creative officer of R/GA EMEA. “We’ve embraced the messy, moody, exciting reality of growing up and designed the Nike Teens experience to be inclusive, uplifting and, most importantly, real. We’re very happy to see such purposeful work rolled out on such a scale at Nike.”

The destination will be continuously updated with new content and will debut in additional global markets in the coming months. R/GA says that additional content partnerships can be expected in the future.

The zine can be accessed at nike.com/gb/teens.

For more, sign up for The Drum’s daily newsletter here.

Marketing Brand Purpose Brand Strategy

More from Marketing

View all

Trending

Industry insights

View all
Add your own content +