The Guardian
Dear Bradford
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Nike came to us with a problem. Millennial women had begun to engage with fitness in a new way, mixing different kind of sports as part of their routines to fit their moods and needs. Though Nike had a lot of love from this audience historically they were not engaging with the brand on a regular basis.
This was in part because Nike were not meeting her new needs. So they asked Soursop if we could build an ecosystem using their service apps that flipped the script.
The result was an end to end editorial strategy around holistic fitness that met her every single day that we called FUTURE OF FITNESS. A holistic fitness editorial platform that worked across Nike’s app eco system: Nike App, Nike Run Club and Nike Training Club.
Meeting her on her terms multiple times a week, we based our creative around a more human approach, relating her fitness needs to her moods and feelings. Hyper raw, hyper real, this was a significant departure from overly-polished ‘ad’ content that had existed on the Nike eco system before.
FUTURE OF FITNESS laid an ecosystem blueprint for the the Nike team to continue to organically produce against indefinitely, bringing a totally new audience to fitness, as well as Nike as a brand.
