Nike was taking a lot of heat from old rivals and new competitors and needed a big idea to reassert itself as the leading brand among female athletes.
With a limited budget we also knew we needed an idea that tapped into an insight that would appeal across all sports. The message? Block out the haters and play your game. It doesn’t matter what you look like or what people say about you, as an athlete, the best response is showing them what you can do on the court, the pitch, the course or on the track.
“I Feel Pretty”
The campaign immediately resonated with consumers and the ad industry resulting in triple digit growth in brand engagement and sales and dozens of industry awards including two Gold Lions at Cannes.