Nike Pride
Supporting the LGBTQIA+ community is important every day — not just in June. Our goal was to launch an evergreen message that fostered a culture of belonging where athletes of all identities can move with pride every day of the year.
Simply put: Sport without the LGBTQIA+ community is incomplete.
**Page still under construction*
Nike Pride
In 2023, LGBTQIA+ youth don’t feel like they belong in sport.
81% of gay, 74% of lesbian, and 77% of transgender athletes* are completely or partially in the closet while playing youth sport. Many fear discrimination, violence, and stigma from players and officials.
On top it, Nike’s stance on the matter was unclear. A recent consumer insights survey showed that people had little to no idea where Nike stood when it came to LGBTQIA+ community.
Thus was our mission: Renew Nike’s commitment publicly to ensure that queer youth see themselves in Nike and in sport. In essence we wanted this campaign to turn heads, hack feeds, and have fun.
Turn heads
DOOH in major NA cities plus athlete seeding
athlete Tees
Limited edition t-shirts were also made for Nike’s elite athletes. They were sent out to members of the LGBTQIA+ community as well as known allies within the Nike fam.
hack feeds
Full takeover on nike.com, the Nike App, and 10+ Nike Instagram handles.
We also designed and launched Nike’s latest community resource page.
Partner Feature
We followed up by featuring 6 partner organizations. Each story gave shine to these partners and provided tangible actions for our community.
have fun
The creative was so loved and easy to apply, that various Nike teams around the world adopted the creative for their physical Pride efforts. Below are snippets from the Portland Pride parade. It also made a debut at the Amsterdam pride parade - apparently it was on a boat! - I’m still hunting down that priceless picture.
the making of
From the very beginning it was crucial to build this campaign in a way that was thoughtful, bold, and collaborative. We partnered with LGBTQIA+ creatives from around hte globe to bring this work to life. From a diverse team tapping the R/GA network to typography designs like Fer to the internal team at Nike, this project was the heart of so many. That heart is evident in our creative direction guidelines that was shared with Nike teams around the world so that they could apply this creative.
*Please note the is an abbreviated version.
RECOGNITION
TEAM
Nike Team: Zarna Surti, Ally Will, Olivia Jade Khoury, Daniel Amoakoh, Courtney Blacker, Jesse Schwarz, Adam Liber, Chloe Siassia.
Agency Team: R/GA
Type Designer: Fernanda Cozzi
