“Beads vs. Balls”
NIKE JOYRIDE
A new Nike Running innovation featured “thousands of tiny beads working hard, so you don’t have to.” But to our reluctant female runner, running seemed hard. It was a non-starter!
So we faced that tension head on to change the perception of running from something pressure-filled and painful, to something she’d actually want to do, while talking up the innovation in a candidly honest way.
Ilana Glazer, both a cynic and an optimist, was the perfect protagonist to play our anti-running muse, as we tracked her evolution from curious skeptic to cautious convert over the story arc of three hero films and a curated ecosystem of content.
Creative partners: Megs & Shamus, directed by Marielle Heller
communication strategy
A 72-hour media blitz drove impact at launch, while the 6-week integrated journey across key channels & touch points sustained the conversation.
campaign wins
reluctant runner insights
authentic protagonist
real women, all shapes & sizes
authentic styling
relevant, yet stayed true to Nike
consumer & channel-right content
