"Nike Leggings"
The Ask: Create a campaign that introduces a new evolution of Nike Leggings.
What We Did: My team and I developed a year long journey that launched 3 new Nike Leggings. Creating a body of work that relied more on sensation-based storytelling, making this the first time Nike didn’t tell athletes which legging they should wear for specific activities — instead we empowered consumers to choose based on preference.
My Role: As the lead writer, I created the narrative strategy, wrote the consumer leading line, created a messaging hierarchy system that spanned high-level attract placements down to retail fast lanes and .com placements, lead VO and athlete interviews, and oversaw the day-to-day narrative workload.
Consumer Facing Line: A Feel For Every You
“A Feel For Every You” is the leading consumer 365 line. It’s rooted in the challenge to constantly explore new worlds that you never thought possible. It’s the belief that a single experience can turn your world upside down. But most importantly it’s the refusal to let anyone tell you how to be or feel.
Hero Campaign Photography:
Product Marketing Campaign:
Social Executions on @nikewomen:
Nike leggings are about to glow up.
We can’t tell you all the deets just yet 🤫 but one thing is for sure: You’ve never experienced comfort like this.
Clear out your leggings drawer because the newest era of Nike leggings has arrived. The NEW Nike Zenvy and Go leggings – a.k.a the must-have for your every mood, moment, and move – come in multiple lengths, rises, and colors. Head to our IG shop to give them a sweat. We know you’ll find A Feel for Every You ✨
Ever wanted to put your legs in the clouds? Then, dive feet first into the NEW Nike Zenvy leggings with InfinaSoft fabric. And, with multiple lengths and rises, there’s a personalized fit just for you.
What are you waiting for? Tap to shop to put your legs in the ☁
@Gurlstalk founder @adwoaaboah is staying comfy in the NEW Nike Zenvy leggings. Experience cloud-like comfort, a streamlined fit, and convenience thanks to InfinaSoft fabric, minimal seaming, and a drop-in waistband pocket (perfect size for your 📱). The super-soft Zenvy comes in multiple rises and lengths.
Tap to shop to put your legs in the clouds ☁
Tired of softness that fades? Same. That’s why we made the new Zenvy leggings with our InfinaSoft fabric – durable softness engineered straight into the yarn itself.
Head to our IG shop and grab your pair. They’re so soft they make the clouds jealous 😏
Athlete @tune2tunde crushes her workout in the NEW gentle-support Nike Zenvy leggings. “I felt super supported my entire workout. And, Zenvy feels soft and luxurious too.” Plus, Zenvy’s minimal seaming creates the perfect streamlined look.
Go ahead, tap to shop. You're about to discover softness you can live in ☁
@Tune2tunde tested out our NEW gentle-support Nike Zenvy leggings. The results?
Squat proof ✅
Dri-FIT ✅
Minimal seams ✅
Durable softness ✅
Add to cart ✅
Come behind the scenes with @Tune2tunde as she tests out our NEW gentle-support Nike Zenvy leggings. The results? Durable softness you can live in thanks to Zenvy’s minimal seaming and new InfinaSoft fabric.
“I felt super supported throughout my entire workout. Not only are the colors oh-so-charming but she feels soft and luxurious too.”
Shop Zenvy ☁
The new high-support Nike Go leggings have compression without the squeeze (thanks InfinaLock fabric), a drawcord for adjustable snugness, multiple lengths, rises, AND 6 pockets for your 💳💄🔑📱 — whatever you need!
The Go keeps you locked in so you can go all out ⚡ Tap to shop.
“I like a bigger band. I like a firmer hold. I don't like leggings that go fully past my ankle.” That’s why @Palomija reaches for the NEW firm-support Nike Go leggings in 7/8 length when she hits the mat. Add in a drawcord and some pockets (6 to be exact) and the Go will be a staple in your legging rotation! Tap to shop to try on the Go for yourself 😉
Take a closer look at our new firm-support Nike Go leggings. Go’s InfinaLock fabric delivers compression without the squeeze. Oh, and did we mention it has 6 pockets and a drawcord for adjustable snugness? Head to our IG shop and give them a sweat ⚡
Looking for firm support leggings without the squeeze? We’ve got you. @michaeladeprince tested out our NEW Nike Go leggings with 6 pockets and a drawcord to keep things in place. And, they are ballerina approved 🩰
“I love that hugging feeling, especially around my waist. It’s a dancer thing because we have to engage our core. That's how the leggings feel. It just makes everything easier and lighter.”
Tap to shop the Go ⚡
When @michaeladeprince is dancing, she is looking for leggings that lock her in without that uncomfy squeeze. Meet the NEW Nike Go leggings featuring InfinaLock fabric – material that keeps you locked in so you can go all out.
Tap to shop the Go ⚡
The NEW Nike Zenvy and Nike Go are ready for any spin class, tree-pose, or series binge 📺 With a range of sizing from XXS-4X, multiple lengths and rises, there’s A Feel For Every You. Find yours in our IG shop.
“My leggings need to be high-waisted and I love when they're long enough to come down to my ankles.” Enter the NEW Nike Zenvy – a.k.a @_gialove_ go-to leggings. Created with InfinaSoft fabric, multiple lengths, rises, and minimal seams, the super-soft Zenvy delivers dream-like all-day comfort!
Tap to shop durable softness that lasts ☁️
Geo Extensions and OOH:
The Nike Women Team:
VP of Global Women’s Team: Kam Yeh
Creative Directors: Caroline Bleeker, Tricia Chamberlain, and Gabe Folick
Art Direction: Claire Pedersen, Miyu Shirotsuka, Diana Albrecht
Copywriter: ME!
Digital/Social Copywriter: Kennedy Rasberry
Honorable Mention: Gaby Tama
@NikeWomen Social Team: Alexia Nahai and Hannah Steinhilber
Producers: April Beck and Lauren May
Studio Managers: Matt Ripley
Account Managers: Dan Stern and Bekah Serio
CGI: Berenice Pupponi
Creative Partners: OK McClausland, Zora Sicher, Chiao Chen, Hotel Creative, Solange Franklin, Natalie Hoffman, and LaTisha Chong