FA21 Sports Bra Campaign

Medium ········· Digital/Print
Date ······ August 2021

Society puts a tremendous pressure on women to act a certain way and look a certain way. Nothing is more alienating for young girls and women than feeling like they are different from everyone else: that their thoughts, emotions, feelings, and body are not normal…and therefore, not ok. Nike Women can be a community of allies to counteract this pressure.

This season, our campaign focused around three themes:

Representation & Inclusivity
Redefining sport
Normalizing imperfection

In the hero campaign, we elevated the voices of three female allies— Cata Diaz, Paris Alexandra, and Tomoko Ueno— who are pushing boundaries and/or making safe spaces through sport.
Watch Cata Diaz’s video HERE
Watch Paris Alexandra’s video HERE
Watch Tomoko Ueno’s video HERE

Art Direction: Dawn Yanagihara
Director: Mollie Mills
Creative Partner: Look studios
Edit: Rory McLean
Animation: Ana Projects
Music: Lily Oakes
Production: Radical Media

The product marketing assets were less about storytelling, however was shot with the three key themes in mind: 1) Representation of skin and body types, 2) Redefining sports through unconventional movements 3) Normalizing imperfection with zero cosmetic retouching.

Art Direction: Miyu Shirotsuka
Photographer: Pavielle Garcia
Set design: Lauren Machen
HMU: Paul Blanch
Stylist: Sambalina Jones
Production: Karl LUnan
Retouching: Ink retouch