Campaign details
Brand: NikeClient: NikeAgency: AnalogFolk
Paper summary:
Nike sell sporting apparel to an audience they call Athletes*. A broad definition of those who participate in sports in some way - not just professional players or sports obsessed. But in Milan, a city of high-heels and high-fashion not running shoes and tracksuits, where participation numbers are low - there's nowhere for the brand to grow unless sports numbers do as well.
Faced with a particularly significant disparity between young men and women's participation rates in Milan Nike decided to tackle the problem head on. Rather...