Nike Running: Campaign Development

Nike Running had a visibility problem with Gen Z. While the Nike brand remained iconic, its running category wasn’t connecting with younger audiences—especially those who don’t see themselves as “traditional runners.” The language, visuals, and cultural positioning skewed competitive and elite, while Gen Z runners were gravitating toward joy, community, and mental wellness as reasons to move.

In an era where running looks more like group jogs, meme-fueled Strava screenshots, and ‘hot girl walks’ than marathon training plans, the campaign needed a reset. Nike wanted to reposition its running category to speak to the next generation with relevance, credibility, and energy—without losing the performance legacy at its core.

The creative challenge was to build a campaign that made Gen Z feel seen, inspired, and invited—on their own terms.

I led the campaign strategy and development for this repositioning effort, grounding it in cultural relevance, behavioral insights, and Gen Z values. I began by analyzing audience data, social trends, and emerging narratives around movement—identifying key shifts in how younger audiences relate to running, wellness, and identity.

From there, I developed a campaign direction that reframed Nike Running around inclusivity, joy, and self-expression. Instead of performance-first messaging, the campaign emphasized mental health, everyday movement, and community—positioning running as a tool for self-discovery rather than self-discipline.

I crafted the messaging strategy and campaign architecture to reflect this shift, defining tone, themes, and audience priorities. Visual and verbal cues drew from lo-fi aesthetics, meme culture, and grassroots running communities to resonate with Gen Z’s humor, individuality, and emotional intelligence.

The result was a fully reimagined narrative that expanded what it means to be a runner—opening space for more people to feel seen, invited, and inspired to move.