Nike
Sports & Lifestyle
Motivation, fitness lifestyle, storytelling, campaigns, and community.
Objective
Own the mindset conversation around training so that the brand is present in the decision to start, not only in the moment of performance.
Audience
Runners and everyday athletes aged 18–35 who train in cities, track progress, and follow sport culture closely.
Strategy
Use cinematic short-form storytelling with strong first-second hooks, supported by community run features and progress-tracking formats that let followers see themselves in the campaign.
- Cinematic hero Reels and cutdowns
- Statement typography post series
- Community run features and recaps
- Progress tracking Story templates
Content
Content designed across formats — feed posts, carousels, Reels covers and Story sequences — shown in realistic layouts.
Wet streets, warm pace
nike No conditions, only choices.
Feed post
Carousel · 1/5
Build your week
- 01Mindset
- 02Performance
- 03Community
Carousel
ReelThe first km lies
nike
Get past it. The rest is yours.
Reel cover
nike
Logged your run?
Story
Content Pillars
Mindset
Starting, restarting and staying with it.
Performance
Training detail, pace and progression.
Community
Run clubs, features and city culture.
Campaign
Hero storytelling adapted per platform.
Campaign Concept
First Kilometre
A storytelling series about the hardest part of any run — the first kilometre — told through city runners at dawn, cut into three lengths per platform.
Performance Framework
No results are invented for a concept project. These are the metrics that would be tracked weekly to judge whether the strategy is working and what to adjust.
Reach
How many unique accounts the content is served to.
Engagement Rate
Interactions measured against reach, per format.
Saves
Signal that content carries reference or utility value.
Shares
Signal that content is worth passing on socially.
Profile Visits
Interest moving from feed to brand profile.
Website Clicks
Traffic leaving social toward owned destinations.
Follower Growth
Net audience change relative to content output.
Conversions
Tracked actions such as sign-ups, enquiries or purchases.
