Nike wanted to bring its products into women’s everyday wardrobes. Nike Style By was a platform built around real women and how they wear Nike. Working with the CD, I shaped the campaign around “For Her, By Her”.

I brought my own cultural POV to the style aesthetics and subcultures I was seeing across TikTok and Depop, turning them into the creative approach for the campaign. They shaped the styling, film and stills, giving women a way to see how Nike could fit into styles they already recognise and follow. I also pushed for Mira Al-Momani as lead talent.

I developed the messaging framework for the platform and London campaigns, creating guidance for Nike’s copywriters.