nike COACH THE DREAM

Position Nike as experts in the relationship between Coaches and Athletes.

Strategy/ Film / Message / Content / Branding / Digital

background

In 2016 I defined Nike’s sustainability initiative as protecting the future of sport, giving them a reason, deeply rooted in their brand DNA, for investing in our environment. This project, which later led to the creation of Nike’s sustainability brand Move to Zero, is one of the achievements I’m most proud of.

In 2024, I got the chance to do it again, for a cause that is crucial to Nike’s future and that the brand has a responsibility to address: coaching and its role in the crisis in youth sport. 

An RFP from Nike’s Global Communications - Purpose team led to a vision for coaching that is more empathetic, more diverse, and more in tune with Gen Z and Alpha’s goals and needs: Coach the Dream. Originally intended as a manifesto, the work was so well received that we were tasked with creating a film to announce the vision to world. 

With no budget for a shoot, and the Future of Youth Summit days away, we used archival and found footage, paired with our manifesto, to celebrate global youth sport and the amazing adults who inspire kids to play, and put a stake in the ground for the value of good coaching and Nike’s role in enabling it. The film kicked off Nike’s Future of Youth Sport Summit in Oregon, in Summer 2024.

THE VISION FILM

BRAND DESIGN

Alongside athe film, we also developed the first phase of a new look, feel and assets for Nike Coaching and Coach the Dream, in time for the Summit. Designed to pair with the Nike Kids brand, but give it a slightly more serious, purposeful tone in order to cross generations, the brand appears on merch, signage, social and digital platforms. 

NIKE.COM/FUTURE-OF-SPORT

Nike’s coaching content needs an accessible hub so that adults and kids can easily engage with guidance from decades of expertise in global sport. Phase 1 of the Coaching digital refresh involved a full audit of coaching content and a simplified landing page to align with Coach the Dream.