NIKE DANCE
What we dID
We set out to celebrate dance as the most creative expression of movement and inspire the Foot Locker (Gen Z) woman consumer to ‘Own the Floor’ – enabling dancers and their communities to share their stories, unique movement, and creativity.
Dance is all about expression and movement, so we took an iconic Nike Basketball moment and put a modern spin on it for Nike Women, Footlocker Women, and a new generation of move-makers.
Creative Concepting & Strategy
Casting & Influencer Management
Video & Photo Production
Social Media (Organic & Paid Creative)
CREATIVE CONCEPTING
Gen Z does more than remix. They reclaim, recreate, and reinvent.
Obsessed with nostalgia– they look to the past to build a better future, so we gave a 2001 Nike classic a modern twist. The original freestyle commercial aired during NBA All-Star Break and inspired a generation to move freely. Our take? A single drum beat as the soundtrack for each dancer to freestyle as they wish (hip hop, breakdance, ballet, modern, interpretive, salsa, Trinidadian, tap, pole, ballroom, skates, etc).
Each dance clip was created to be used individually or to be cut together in a spectacular hero video that borrows a 4 count from each and flows into the next. We captured every second of our jaw-dropping talent with photos and BTS that would be used across paid and organic social.
Social Posts
12
Organic Engagements
111 Thousand
Organic Video Views
1.7 Million
VIDEO & PHOTO PRODUCTION
Hungry to reinvent, our team hit the studio. Each dancer was featured in their own moody, futuristic video: 11 pieces of choreography to the same sound. Stitched together, the group hero video acts as a campaign spot and is featured across paid and organic channels.
The photography spotlighted the dancers through clean, neon creative elements - and exclusive BTS interviews highlighted the personal stories of a few featured dancers.
Casting & Influencer Management
Diversifying dance means bending genres and blending styles. Owning the stage means breaking rules. We found the next generation of influencers who are doing just that. We featured three lead dancers on top of eight additional and unique talents who specialize in a wide range of movements: from Caribbean dance to rollerblading. Among our lead move-makers: Sienna Lalau, who has already worked with superstars like Jennifer Lopez and BTS and won VMA’s Choreography of the year; Taylor Pierce, an internet sensation who has appeared on World of Dance and The Ellen Show; and Natalie Pluto, a longboard freestyle content creator, and filmmaker.
We sourced and managed the talent from booking to cheering for them on set, to guiding them through posting on social media to share the energy and excitement of the campaign’s momentum with their followers.
Social media
Over a span of three weeks, we built energy and excitement across influencer and Foot Locker Channels, both paid and organic- resulting in high engagement and positive momentum for the campaign.
