Nike Black history month

What we dID

Nike’s Future Movement began with a vision to reimagine the future with the next generation of Black athletes*— on and off the field. It has since extended to Black innovators and creators of various professions and points of influence who were transformed by sport.

This Black History Month campaign sought to honor, recognize, and elevate our Shareholders of Progress with a narrative that identified the transformational impact that sport had on their lives, as well as the transformational impact they’re making on their communities.

Creative Concepting
Photo Production
Social Content
Paid Media
App Threads
Web
OOH

PHOTO PRODUCTION

Our approach for these photoshoots was to capture each person in a location that feels comfortable and natural to them– usually somewhere they frequent or somewhere that represents part of their journey– and most importantly, located in their hometown. We wanted to get polished images, but ones that felt as if they were in their element.

Building black legacies

Even under circumstances that make it easier to pass down generational trauma than generational wealth, Black people are still rich in culture, joy, history, talent, and drive to build a better future, starting with the present.

Legacies are often marked by the passage of time, but Black Legacies are timeless. Black History is timeless. And what Black people build in their lifetimes lives on in the Future Movers that come next.

These protagonists pave the way for Black prosperity because for them, personal success is not enough to leave a lasting legacy.

It’s not just about their come-up. It’s about who comes along with them and who comes after them.

Who they don’t just inspire, but empower. Who wants to be just like them, and have the opportunity to be better, go further, and do more.

All because they showed them what was possible.

These Shareholders or Progress are Building Black Legacies.

So, if these history makers are working year-round to change the world, why should we stop celebrating them after February?

We shouldn’t!

CREATIVE CONCEPTING

Our concept, Building Black Legacies, was developed from interviewing 4 protagonists who prioritize uplifting their community. They pave the way for Black prosperity because for them, personal success is not enough to leave a lasting legacy.

Daryl Homer

Daryl Homer is a 3X Olympian, silver medalist, and proud Black fencer. With a laundry list of wins both nationally and globally, he is still committed to building the next generation of Black fencers alongside The Peter Westbrook Foundation, the very organization that has supported his Olympic journey from the start.

Anna Cockrell

Anna Cockrell is an Olympic track and field athlete in sprinting and hurdling, 2X Pan American medalist, mental health advocate, and present and future leader. She led a collective of Black student-athletes and allies at her university to form the United Black Student-Athletes Association (UBSAA), and her passion for activism is sure to one day change the world.

Saroya Tinker

Saroya Tinker is a professional hockey player, mentor, and outspoken advocate for Black girls in sport. Along with balancing training and competing for her team, she’s challenging the status quo in women’s hockey through Black Girl Hockey Club and the Saroya Strong Mentorship Program.

brandon “stix” salaam-bailey

Watts-born rapper, Brandon “Stix” Salaam-Bailey, rose to fame in the music industry, but it’s his effort to elevate his community through the Think Watts Foundation that will really define his legacy. The organization’s community grassroots activations include financial literacy programs, custom container housing solutions, entrepreneurship training, a weekly meal program, and more — impacting over 40,000 residents.

OOH

To keep the conversation going, we extended Out of Home beyond February. Because Black History is more than just a month, the tagline for these digital billboards was “Making Black History is Never Done.” Using the same imagery with a new set of hand-drawn graphics, we designed a layout that incorporated one-liners that summarized each protagonist's theme.

Social Media

The imagery was used across protagonist and Nike-owned channels. A combination of grid and story posts gave snippets or summaries of each protagonist's story, along with some of the most impactful quotes. Brightly colored elements were used as accent pieces on various pictures and text posts to tie everything together. As a continuation of the campaign, @nike posted Saroya Tinker on March 1st with the tagline, “Making Black History is Never Done” to highlight the intention behind extending the Black History celebration.

WEB

We used the “Building Black Legacies” messaging and vivid imagery to direct traffic to the protagonist stories, the collection, and any causes associated with the athletes. We also created a banner composed of hero shots and quote-based graphics.

app threads

For the Nike App, we chronicled the life of each protagonist, highlighting pivotal moments that shaped their journey both in sport and in mentorship, leadership, or activism. We also gave a brief description of the shoes they designed, connecting each design choice to major themes in their stories.