For International Women's Day, Nike partnered with Phenoms, the social-first Gen Z sports brand, to launch the We Play Real film—an integrated campaign celebrating the impact of Black women in sports while inspiring the next generation of female athletes.

Nike's "We Play Real" is an empowering campaign and short film originally debuted on International Women's Day. It celebrates the resilience, strength, and cultural impact of Black women in sports and everyday life.

Strategy & Execution

I designed the client-winning pitch deck that secured the Nike × Phenoms partnership, then led the creative strategy and execution across the We Play Real retail campaign ecosystem.

I led creative development and visual storytelling across every customer touchpoint website, email, paid social, in-store signage, and visual merchandising, delivering a unified brand experience across digital and physical customer touchpoints. Every creative asset was designed to engage Gen Z audiences through a seamless cross-channel experience while supporting awareness, engagement, conversion, and revenue goals.

I also led the art direction and motion design for social-first Nike commercial takeovers and three original Phenoms episodic films.

The Nike retail experience for the We Play Real campaign featured in-store signage, with Snapcode cards and campaign wristbands extending the experience beyond the store by connecting Gen Z consumers to Snapchat episodic content and the Nike We Play Real commercial takeovers. Leveraging Phenoms' highly engaged Gen Z audience on Snapchat, the campaign amplified Nike's message through a social-first distribution strategy.

RESULTS