Nike Women: Running Start

R/GA

’Running Start’ was a five-week content series that took the pressure off New Years’ resolutions by giving Nike Members a head start on their goals for 2023.

Developed in partnership with Coach Angela Manuel-Davis—a former Olympic runner famous for her ability to combine physical, emotional, and spiritual coaching into these soul-expanding, mind-blowing workouts. She counts names like Beyonce, Oprah, and the Beckhams as her clients. And now we can add Nike Members to that list, too.

After drafting a detailed outline of the Running Start program, I led several interviews with Angela to capture her genuine TOV. These transcripts informed the copy and scripts we wrote for each week’s content. Experiencing all her wisdom up close was definitely a career highlight, and the program really hit with our audience, coming back for two extensions.

program structure

Angela’s wisdom was transformed into an easily digestable five week program that rolled out across social and the Nike app. Each week left our audience with an overarching takeaway, which became a shareable quote for them to post on their own channels.

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Weekly content

Each week, Angela spoke directly to our Nike audience through self-capture videos and long form copy. Teaser clips were posted on @nike and Angela’s own social channels driving our audience to take a deeper dive on the Nike app.

Nike App

Within the App, our audience could immerse themselves in each week’s content and engage with fellow Running Start followers in the comments.

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Follow Up Content

After the New Year, our Nike client came back for round two. We brought Angela back to help our audience beat the post-holidays slump by flipping the script on their internal dialogue.

Social Shareable

Angela encouraged our audience to flip the script by telling themselves the opposite of their negative thoughts, going from “I can’t do this” to “I am strong.” We created these shareables for them to celebrate their new mantra.