Nike kids bras
WHAT WE DID
Bras can be an uncomfortable topic for women, so imagine how awkward it is for young girls. They have few verified resources for guidance, which can impact self-esteem and limit sport participation. So, for the release of their sports bra line for kids, Nike wanted to celebrate girls and their empowering grownups through authentic storytelling and educational offerings.
Strategy
Creative Concepting
Photo & Video Production
Email & App Thread
Website
Social Media
STRATEGY
We established Nike as a trusted brand for her with a mix of storytelling, educational content, and messaging that hit 6 key strategic pillars and values:
Inspire: Show her she can dream big with Nike by introducing her to inspiring girls and young women who are breaking stereotypes, changing the world, and not afraid to fail.
Educate: Become a trusted educational resource that can offer her empathy and information regarding bras and all that come with them.
Show Value: Appeal to parents using trusted adult voices and kid-friendly narratives and imagery. Appeal to young girls through content within her digital ecosystem, utilizing protagonists she follows.
Sports & Hobbies: Sports participation has been proven to have many benefits for girls including better health, higher self-esteem, increased emotional well-being, and improved grades.
Shatter Stereotypes: Gen Alpha cares about breaking societal and gender-based stereotypes. Show her, Nike sees her. Not just who she is today, but her potential. Make her feel powerful.
Embracing Who She Is: Girls often set unrealistic expectations for themselves, including the pressure to be perfect — in every aspect. Let's show her how amazing she already is.
CREATIVE CONCEPTING
The overarching concept was titled “One of the Girls.” In (and beyond) the athletic world, there’s a lot of stigma around being a girl. They hear a lot of messages growing up about how to look, how to act, and how to be; messages that reign in their sense of possibility just when they’re getting their wings. But we think girlhood is something worth celebrating, no matter how you choose to explore it. We wanted to encourage young girls to embrace who they are, how they look, and what they like— empowering them to find their ultimate potential through strength, movement, and pride in their accomplishments.
CAMPAIGN FILM
With these insights and goals in mind, we created a school picture day narrative with a manifesto titled “Picture Perfect.” The video and accompanying imagery was focused on illustrating how Nike sports bras give girls the comfort and confidence to show the world what they can really do when challenged and supported in all the right ways.
HER COMFORT ZONE
HER COMFORT ZONE
PHOTO & VIDEO PRODUCTION
We shot at a school campus that had athletic facilities covering each person’s respective sport. Instead of just having girls within the targeted age demo, we also casted some in their later teens and early twenties. Research showed that young girls are more receptive to older role models, and this solved the initial problem of scarce informative resources for guidance. These additions to the cast acted as big sister archetypes and provided a really fun and relatable dynamic on set.
The creative direction was to capture the rebellious nature of youth by showcasing female athletes through expressive stills and motion that showcase their effortlessly cool attitudes. An emphasis on personal style celebrated individuality and freedom of self-expression through clothing.
In addition to the main spot, we filmed a segment for social media called “Asking for a Friend,” (AFAF) where we conducted interviews against the school picture backdrop about all things bras. We took the most common and most interesting frequently asked questions from the internet and had our older athletes answer them in short video clips.
Charlize Glass and Zoey Zanai
Leela Colaco and Briel Weingartner
Mila Coquia, Tiara Sherice, and Riley Biehler
Chantal Navarro and Blue Valentine Estrada
Simone Jackson, Arianna Monarez, and Reilyn Turner
ORGANIC SOCIAL
We curated content for organic social posts and integrated media across multiple Nike channels including Instagram, TikTok, X (Twitter), Meta (Facebook), Snapchat, and Pinterest. This included photos and videos, with the latter being compilations of AFAF clips and behind the scenes material, edited in a TikTok-forward style. We also had each sport duo (or trio) share a collaborative post on their personal pages, and each older girl shared her own AFAF segment.
APP & email
App and email content was product-focused, giving short descriptions of each bra and offering multiple ways to purchase. These were targeted more toward “empowering adults,” including parents and other caretakers who ultimately make buying decisions. Knowing that this would be the beginning of their young athlete’s journey with bras, the language was intentionally written to be beginner-friendly. These topics are often just as uncomfortable for adults as they are for children, so the simple information and fun imagery was designed to help ease anxieties around the “first-bra” experience.
WEB
We used beginner/parent-friendly messaging and vivid imagery to direct traffic to the bra collections. Our layout also directed consumers to informative content that offered guidance on when to buy her first bra, how to measure for bras, and how to figure out which bra would best suit her lifestyle. We prioritized easy shoppability by use and style and designed pages to be user-friendly.