Nike Women - Go For Better

After the last Nike Women campaign, “This Is Love,” in which we nudged her to explore sport, Nike asked us to keep inspiring her — while helping her get to the next level. Our solution, we inspired her with Maria Sharapova’s private, emotional story and provided her with personalized training tools. All placed under the CTA “Go For Better,” which sounded light enough to make training at a higher level accessible to her, consequently helping her up a proverbial step in the world of sport.

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Maria is known to be a tough athlete. So I created editorial content called “Maria’s Journal,” to pique her interest. I ghostwrote it using a personal, intimate tone that would resonate with HER. This content also allowed me to show HER that even the impervious Marias of the world were human, i.e. make mistakes and get down on themselves.

Maria is known to be a tough athlete. So I created editorial content called “Maria’s Journal,” to pique her interest. I ghostwrote it using a personal, intimate tone that would resonate with HER. This content also allowed me to show HER that even the impervious Marias of the world were human, i.e. make mistakes and get down on themselves.

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