International Women’s Day: Nike + Phenoms on Snapchat

Art Direction • Digital Design

CHALLENGE
For International Women’s Day 2021, Nike aimed to connect with a vast audience of Gen-Z female athletes through their 'We Play Real' film, inspiring and empowering consumers to stand with them. This new film and accompanying social-first campaign, 'We Play Real,' aim to amplify the voices of Black women, who are seldom acknowledged for the tremendous effort they invest; it's not just magic—they are the real deal. Featured athletes in the film include Serena Williams, Naomi Osaka, Sydney Leroux, and many more. Wave Sports + Entertainment was chosen as the Snapchat social media partner for Nike with their compelling and client-winning pitch deck.

STRATEGY
With Wave Sports + Entertainment’s female sports-focused social-first brand on Snapchat, Phenoms, Nike collaborated with takeovers of three original Phenoms episodes launched surrounding International Women’s Day, gaining mass distribution within a single week surrounding the key date.

RESULTS

Tara Davis (Episode)

For the Snapchat show Phenoms S2•E15, track and field athlete Tara Davis was featured, with non-skippable six-second Nike 'We Play Real' video commercial ads playing within.

Tyra Gittens (Episode)

For the Snapchat show Phenoms S2•E15, Heptathlete Tyra Gittens was featured, with non-skippable six-second Nike 'We Play Real' video commercial ads playing within.

Savannah McKenzie Morgan (Episode)

For the Snapchat show Phenoms S2•E16, Great Britain’s most promising athlete, Savannah McKenzie Morgan was featured, with non-skippable six-second Nike 'We Play Real' video commercial ads playing within.

Nike Commercial Ads

The Nike 'We Play Real' commercials were non-skippable six-second video ads coinciding within three original Phenoms episodes launched surrounding International Women’s Day on Snapchat.