Nike set out to launch its 2024/25 third kit collection for eight of its top football clubs, incorporating a bold design twist by turning the iconic Swoosh on its head. This collection was not only about fresh aesthetics but also symbolized the meteoric rise of the women’s game. A key element in the design was the vertical, double Swoosh—an homage to the success of each club’s women’s team and the future of female football stars.
Nike’s brief had a unique twist: they sought an all-female cast and crew to execute the campaign, aligning with their dedication to diversity and inclusion. Our role was to provide a female choreographer and movement coach for on-set guidance, as well as semi-pro and pro-level female footballers from various ethnic backgrounds to model the kits. These athletes needed to demonstrate dynamic football choreography, showcasing their muscular strength and technique in every image and video displayed across global digital platforms and retail spaces.
As soon as we received the brief, we saw it as the perfect opportunity to showcase our expertise in sports casting and pairing the right sports talent with high-profile projects. Sport & Motion has always been committed to elevating emerging talent, and this campaign was no exception.
We introduced Sara Catriona, our exclusively signed female choreographer and sports movement coach, to lead the project. Sara’s extensive background as a freestyle and professional footballer, along with her experience coaching elite athletes, made her the ideal choice. Her unique ability to blend choreography with high-level football techniques and dynamic movement brought Nike’s vision to life. In a market where standout female choreographers are rare, Sara’s role underscored the power and capability of women in sports choreography—reinforcing Nike’s belief in female leadership on and off the field.
To authentically represent the brand's values, we selected eight top-tier female footballers, each from diverse ethnic and cultural backgrounds. These weren’t just models; they were true sports talent at a professional level. Their technical skills and athleticism not only elevated the authenticity of the campaign but also celebrated the power, diversity, and grace of female footballers. Their movements on camera, choreographed by Sara, embodied the strength and energy Nike wanted to communicate, making this campaign a true representation of football choreography at its finest.
The campaign launched globally on August 26th, 2024, across online platforms and in stores. By September 24th, 2024, the kit launch had amassed over 13 million engagements across all channels, with more than 100 million video views and over 100 million impressions.
The campaign generated 6x more engagement than the average for Nike’s channels, making it the highest-performing kit launch in the brand’s history. This was largely driven by organic social media content, which achieved a reach and engagement rate five times the typical channel average.
By trusting Sport & Motion to provide both the female choreographer and professional female footballers, Nike successfully demonstrated that women can lead, perform, and inspire. The campaign not only highlighted the future of women’s football but also proved that our commitment to recognizing and utilizing unique sports talent and leading in sports casting sets us apart in the industry.
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