Challenge & Audience
Nike Women recognized that the 40th Anniversary of Title lX, the federal civil rights law best known for breaking down barriers in sports for women, provided a unique opportunity to capture the attention and hearts of active millennial women – the key audience for the launch of Nike Fuelband. To maximize this unique opportunity, Nike needed powerful activation campaigns in its key launch markets.
Focused on Chicago as one of the primary launch markets, we looked closely at the culture and activities of active millennial women in the city. These women find inspiration in their chosen active sports – and seek out a community of others for workouts. Yoga, running, and group studio workouts are very popular with this demographic, and in the Chicago market, the most popular instructors are those who are inspirational in their classes and maintain an inspirational presence online.