Nike publishes a sustainability report every two years, traditionally targeting industry and academic audiences. This time, they aimed to engage conscious consumers, aligning content with their core values. The challenge was to convey this through athletes genuinely, balancing acknowledgment of growth without criticism and highlighting progress without arrogance. The initial concept featured ten athletes, ranging from elite to everyday, writing personal letters to Nike, each becoming a voice-over for a video connected to one of the core values. This approach shaped their social media strategy, inviting consumers to write their own letters, fostering a dialogue, and gaining athlete insights worldwide through #DearNike. We created inspiring stories and footage from athletes in various locations, but later, Nike decided to shift away from the letter concept. This forced a rework of each piece, leaving powerful stories with no unified message. In the final stretch, the campaign was united under the line "Purpose Moves Us."
