rebranding • campaign ideation • copywriting • OOH • product • tech
BRIEF
We challenged Nike, as the most prominent voice in youth athletics, to do something about it. That something?
Establish a sub-brand that champions trial and error.
IDEA
70% of kids quit sports by the age of thirteen.
Read that again. Seventy percent.
Sports psychologists warn early specialization is causing kids to burn out completely, then fall into an inactive lifestyle.
LAUNCHING A SUB-BRAND
MANIFESTO
BRAND IDENTITY
Bringing the brand
to the real world.
Everywhere an adult sees “just do it,” a kid sees “just try it.”
We designed lenticular digital billboards that show a different message from a kid's POV.
We focused imagery on small displays of emotion, rather than grand athletic gestures.
We reflected the new tagline in all kids' merch.
Reversing the narrative.
This palindromic poem expresses the frustration of a kid in sports… until you read it bottom to top.
& gamifying it.
Meet the TryAthletes.
AD
Lucy Orr
This was pitch work.
All images are FPO and not intended for commercial use.