Nike Well Festival London

Following the launch of Nike Well Collective, the Nike London team was asked to spearhead the first Nike Well Festival event. We adapted the global VC and creative principles, injecting them with some London irreverence and energy to make this new wellness proposition fresh, exciting, and accessible to Gen-Z women in London. 2000 of them rolled through the event on the day 💥

As the narrative lead, I worked across concepting + creative strategy for the pre-tease, post-event content, and the look + feel of the physical festival itself.
Knowing from our insights that “wellness” felt unrelatable and unattainable for our demographic, I leveraged language as a way to connect organically with the audience. Utilising relatable copy across subtle (and Instagrammable) touchpoints like mirrors, lockers, wayfinding + maps, merch, and copy that kept motivation high throughout the workouts 🙌🏽

The event was a huge success and great way to kick-off NWF as a franchise. The London event was turned into a blueprint for upcoming festivals across EMEA, which I supported on as an internal consultant across Berlin, Dubai, Istanbul, Milan, and Johannesburg.