Nike Stop at Nothing
Young Italian women have stopped doing sport. In Milan, 55% don’t do any sport at all, and the sporting heroines who should be inspiring them are ignored, objectified and even vilified in the press. In the capital of style, sport is out of fashion.
Nike wants to get 150,000 young Italian women moving. It wants them to love sport in the way they love socialising with one another – for fun, for entertainment and for friendship.
A campaign that saw Nike’s Italian sports-heroines working in concert with TikTok megastars to choreograph sport-meets-dance routines.
Three infectious, addictive dance routines were made up of sports moves and techniques, played out to music and full of skill and attitude. The TikTok influencers – all young Milanese women already followed by millions for their dance routines – performed moves grounded in basketball, football and boxing techniques. They held out the baton for their followers to join in.
And then we watched as Milan got moving again.
100M+ Views on first challenge #basketbeat with 557K likes and counting within 48 hours.
320+ Articles written about the campaign. In Italy's biggest and most conservative newspapers. For a readership of 600 million.
150K Young Milanese women on their way to getting ACTIVE. (Yes, that’s all of them.)