Fitness for Everyone: Expanding What It Means to Be Active with Nike Women
Project Overview: When people think of 'athletes' or 'fit' people, they often picture a specific body type or ability. With Nike's extensive platform, we saw an opportunity to challenge this perception. Our goal was to shift the narrative around fitness from 'fixing' the body to 'fueling' it, emphasizing that exercise can be accessible for everyone at any level. This inspired the creation of 'Moving from the Inside Out,' a series showcasing movement in many forms. Grounded in Nike's mission that 'If you have a body, you’re an athlete,' along with The Unplug Collective team, we aimed to create a campaign series that really broadened the definition of fitness.
Client
Nike Women
Role
Creative Director
Founder of The Unplug Collective
The Strategy (1/3)
E-Commerce Photoshoot: Clothes For Every Body
We asked The Unplug Collective community to share their experience with athletic wear. We kept hearing the same responses: shopping for workout clothes online just doesn't feel inviting or trustworthy. The standard size model bodies usually shown make it tough for many to imagine how the clothes would look or support different sized bodies. We took a different approach this Nike e-commerce shoot. We brought in people from our own community - not professional models, but people with all kinds of body types. for their first commercial modeling gig. Who was in front of the camera was one piece, but another important piece was how they showed up on camera. Instead of standard modeling poses, or high-intensity workout poses, we captured everyday movements and stretches. We wanted everyone to look at these images and think, “That could be me."
The Strategy (2/3)
Influencer Campaign: Movement in Everyday Life
Many in the Unplug community felt they weren't "doing enough" if they weren't following a strict fitness routine. This often led to putting off workouts or giving up entirely. So, we decided to show a different side of staying active. For part two of our campaign, we teamed up with five content creators from our community, including me. We captured how movement naturally fits into our everyday lives. Instead of traditional workout videos, we showed the ways movement is already a part of people’s lives, even when they don’t realize it - dancing, biking to meet friends, or racking up steps during a shopping day. Our message was simple: you're already moving more than you think. Staying active can be as easy as being intentional about doing more of what you love.
A Facetime: A Genuine Conversation on Body Inclusivity
In a longer-format video, Zara and I (childhood friends and CEO & COO of The Unplug Collective) discussed our mission to create judgment-free fitness spaces - a topic not widely addressed at the time. By combining polished campaign elements with honest dialogue, we aimed to make a lasting impact on inclusivity in fitness and beyond. Our goal was to show that two friends speaking up about personal issues could spark a larger conversation.
The Strategy (3/3)
The Impact
The campaign resonated strongly with Nike's audience, gaining over 100,000 views on @nikewomen's Instagram. It sparked an ongoing conversation with Nike about showcasing diverse forms of movement and a wider range of body types, sizes, and abilities.
While we didn't have access to Nike's internal metrics, the impact was evident in the enthusiastic comments, shares, and Nike's continued use of Everyday Victories content. Most importantly, we saw overwhelming support from The Unplug Collective community and increased visibility for body activism in mainstream sports discussions—a trend we hope continues to grow.