The Problem
By age 17, girls quit sports at twice the rate of boys.
The Insights
Sports can improve girls’ physical, emotional and mental well-being during their transition to adulthood.
Instead of kid or adult sections, girls aged 12 to 14 years prefer to shop at designated teen sections—something that Nike didn’t have.
Pie chart showing the age at which female respondents dropped out of sports (as reported by the Women’s Sports Foundation’s Play to Lead Report).
The Results
A digital hub curated for teen girls that offers products and guidance, exposure to role models, and inspiring, motivational stories to invite and keep girls in the world of sport.
A girl-to-girl digital zine that encourages curiosity, enables community, and celebrates sport as a playground of infinite possibility.
A launch film starring 15-year old Dutch dancer Fleur Zwartkruis to kick off the zine’s first issue.
Nike Teen Girls site hero image.
Nike Teen Girls athlete spotlight and merchandise pages.
Nike Teen Girls digital zine pages.
“A Real Day in the Life” launch film starring Fleur Zwartkrius.
Agency: R/GA
Client: Nike
Year: 2023
Chief Creative Officer, EMEA: Nick Pringle
VP Executive Creative Director: Robert Northam
Executive Creative Director: Tim Hutchison
Group Creative Director, Head of Experience Design: Zoha Zoya
Group Director, Business Leadership: Chase Pritchett
Creative Directors: André Figueiredo, Johan Jeansson
Design Director, Brand Design & Consulting: Carlos Cánovas
Design Directors: Shane O’Riordan, Doerte Wachter
Experience Design Director: Luke Caish-Sadlek
Senior Copywriter: Clare Considine
Copywriter: Alex Scott
Experience Designers: Johnny Cole, Xuexin Fan, Bashi Kolibarova
Designer: Mario Cesar
Presentation Designer: Heidi Kim
Junior Visual Designer: Seamus Deegan
Director, Connections Strategy: Aaron Green
Associate Strategy Director - Brand Design & Consulting: Siona Singletary
Strategy Director: Anna Bulman
Strategic Planner: Alex Manfredi
Account Manager: Tess Baker
Management Supervisor: Alaina Andreozzi
Business Director: Dave Matthews
Senior Account Director: Miles Byrd
Senior Producer: Juliette Arnaud
Content Producer: David Welch
Associate Producer: George Richardson