Nike Women - Love Starts Here 

Historically speaking, Asian girls have not been encouraged to take up sports. And after much creative research, we realized we needed to talk to them differently, on their terms, using a softer & graceful voice. So we decided to create a site that had the voice and look of a magazine, like Fitness or Self. Something she would actually pay to read because it offers her relevant content wrapped in a beautiful package. And we introduced her to unconventional, fun athletics to help her start experimenting with sports. We even used geotagging so she could find out where she could take classes, making it effortless for her to experience the thrill and the love that come with athletics!

Triathlon Journal

Below, is an example of some of the content that would show itself when she hovered over a sport in the collage above. So, when she hovers over the triathlon section she would see the journal below. Though training for a triathlon would seem impossible to most, this account personalized the experience, making it more approachable for her.