NikeWomen was just evolving as its own brand, as were women’s
relationship with sport across the world. The first few years tickled their fashion sense. Then we got them to sweat.
BODY BY DANCE
It was an anti-plastic surgery movement in Latin American. How do we convince women to exercise instead of going under the knife? We put them on stage. Local dance celebrities taught our routine and then held auditions to be in our music video. Contestants posted their moves on YouTube and winners were selected by skill + thumbs up. Turn out was unbelievable in each country. We got women dancing, sweating and contemplating a botox-free existence.
COLOR YOUR ATHLETE
6 languages. 10 countries. 3 sport divas. Graphic art always wins
LOVE STARTS HERE
We knew if we could just get women moving, they would fall in love with sport. This fun, quirky, digital experience introduced women to a breadth of activities from hulahooping and fire dancing to rock climbing and yoga. Average time spent on the site was insane and the regions created all sorts of digital goodies to keep the love alive.
nikewomen: nike beautiful
I keep this experience in my book as I reminder of my humble (digital) beginnings. After many years in traditional advertising, I was asked to work on this site for NikeWomen. I got to play sports journalist, inspirational coach and style diva - my 3 obsessions.
The CD phoned months later to tell me it had received many shout-outs. All I could think was, 'you can receive an award for a website!' The rest was history.
Role: Writer
