Nike was rolling out a new approach to everyday wellness and needed a creative partner who could help it resonate globally. Funkhaus joined for the launch of a walking-led initiative in women’s activewear—an effort that became the backbone for extending Nike’s influence beyond domestic markets and empowering Nike Trainers to reach communities around the world.
Nike
Agile creative strategy and content for Nike’s global wellness launch
Photo by: @unruhjones
We all know Nike as the brand for apex athletes, with campaigns that continually inspire us by showcasing what we’re able to achieve if we train hard. With this campaign’s focus on walking as a key to wellness, we were excited to help creative direct a campaign strategy that reminds audiences that they own all facets of the movement space, and that they’ve always truly been the original lifestyle brand.
Strategy
Tailored strategies that reach goals through compelling stories
To help the Nike team achieve creative continuity across campaigns that span the globe, Funkhaus conceived a strategic framework that promotes walking as an essential element of health and wellness and utilizes the extensive existing network of Nike Trainers to create content tailored to their audiences.
Each creative direction we pitched under this framework was built on the idea that walking is more than exercise — it’s also a way to connect, discover, and appreciate the world around you.
"It was clear from our first conversation with Funkhaus that they are a team with deep expertise and no egos."
Danielle Lee, Nike Women’s Digital APLA
Creative Direction
Preparing trainers as they step out to create content
Having taken a close look at Nike’s existing work in target markets, we crafted a creative brief that guided trainers through their content creation process, clearly and concisely laying out the purpose of the campaign and directing trainers on the footage we wanted them to capture as they walked between their activities.
This stage was about balance: finding the sweet spot between allowing trainers to show their personalities and think outside the box and standardizing content to preserve the strength of the Nike brand, ultimately yielding high quality work that aligned with who Nike is and where they want to be.
"The Trainer + Product playbook we delivered was clear, actionable, and inspiring and our final audience of trainers said it was the best direction they’d received...We couldn’t have asked for a better outcome than this."
Danielle Lee, Nike Women’s Digital APLA
Content
Final cuts that move the campaign forward
With the collected footage, we created final videos for a select number of top Nike trainers, which served as hero examples to be sent to a larger group of over 200 trainers along with a final brief. These videos were shared on trainer’s individual channels and Nike's own global accounts, generating an exponential amount of earned media that wasn't going to be possible without this Trainer strategy.
