NIKE STYLE BY

To help Nike connect with Gen Z women, we created Nike Style By, a fashion platform designed to inspire self-expression through curated styling content.

Hypemaker launched the platform with an energetic, style-driven campaign starring London tastemaker Mira al-Momani, bringing the concept of flexing your style with Nike product to life across OOH, hero film, stills, social and digital content published on Nike’s platforms.

I led on shaping the platform narrative and cultural direction across casting, styling, and tone. From advocating for Mira Al Momani over a traditional model, to rooting style content in real digital trends, I was able to bring an insider perspective that kept the work feeling authentic. I also led on social concepts, wider talent selects, and developing messaging hierarchy with Nike for use across their touchpoints.

Season 01 was the blueprint for Nike’s ongoing Style By series.

Film: Lu Xiao-Wei

Photography: Lou Escobar