OPPORTUNITY

Nike’s bra business had a product problem that was also a perception problem. “Sports bra” framed the category around performance, while women’s relationship with their bodies—and what they wear—was much more personal and expansive. The opportunity was to make the product feel less like something engineered for sport and more like something engineered around her.

The move

We built “Engineered to Feel More You” around a simple idea: the technology should adapt to the woman, not ask the woman to adapt to the product. That thinking helped reframe the franchise around fit, support, comfort, and the many ways women move through their lives—and gave Nike permission to simply call the category Nike Bras.

The work shifted the conversation from what a sports bra is designed to do to what the right bra makes possible.