Nike Bras — Engineered to Feel More You
OPPORTUNITY
To the surprise of literally zero women, sports bras sales have been steadily out-performing traditional bras by 50% since 2019. The pandemic changed women’s relationships with bras, and brands have jumped at this opportunity to offer more sports bras — but the majority force the choice between style or comfort.
Additionally, in an overly saturated bra market, the brand had become irrelevant to her and her needs. As an athlete* who shows up every day for herself, puts in the work, yet doesn’t consider herself an “athlete,” how do you earn trust with an audience who has little connection with the brand?
Show her that with Nike Bras, she doesn’t have to compromise.
That started with her relationship to innovation and transforming what that could show up as. This campaign was our opportunity to earn her trust and our chance to define a new approach for Nike Bras — we couldn’t just show up like normal. This was really a call for us to go beyond a campaign season, set the tone, and meet her where she’s at (with honesty) so she sees her life in our brand.
APPROACH
Starting from ground zero with her, we sought to build credibility by binding together her sense of connection to her movement with innovation that we created with her in mind. Credibility showed up in how we messaged bras.
First thing was to drop the “sports” in Nike Sports Bras and just connect with her and how she sees herself.
Second, a headline that could outlive the season — Engineered to Feel More You — our declaration that each person deserves innovation that will help them reach their own version of personal best.
Additionally, conversations around casting always centered from the get-go to partner with women who authentically connected to themselves and their movements — not putting them in any narrow checklist of traditional sport product campaigns. The vibe came to life through our capture, with imagery set in-studio to heroize product details, and outdoors to grab that sense of deeper connection to what not compromising looks like when you show up for yourself.
PROCESS
We also looked to build our campaign for longterm rather than a fleeting seasonal moment — to give distinction between the bra franchises, evolve how they connect through seasonal narratives, and how those stories grow the more we build trust with her. That also looked like transforming her shopping experience whether in-store or virtually, by evolving the bra fit finder to more relatable, easier means, offering fit education via social channels, and creating clear name recognition and distinction for each franchise through digital content.
From Instagram Reels to Stories, we crafted A/V that explored how she authentically positions herself as an athlete*.
Even down to education content that helped her take the guesswork out of sizing and fit, which drove to dotcom.