Nike (M)otherhood
Helping the world’s toughest Athletes stay active
(M)others Who Move
I was probably the fittest and strongest I’ve ever been when pregnant, so when Nike asked us to work on their upcoming (M) range I was excited. We were asked to create the digital accompaniment to their World’s Toughest Athlete spot. Nike had made them feel, we had to help them do. We came up with an editorial plan that would span their ecosystem and reach pregnant athletes wherever they are.
Be Her Midwife In Sport
We ensured our team was made up of women and mothers so we were coming in hot with proper, valuable, insightful advice. Together we crafted a tone and persona for the Nike (M) editorial content that would make mothers feel understood, empowered but ultimately, in control of their own decisions.
The editorial was originally for EMEA, but it got picked up by Global and extended. It’s now an ongoing workstream that I love concepting, copywriting and crafting.