Nike
Touchpoint
Nike app, Nike Training Club, Nike Run Club
Role
Senior Copywriter
Brief
Tell a holistic story across the Nike apps about the Stronger With Support global bra donation
THE INSIGHT
50% of girls reduce or stop playing sports when they hit puberty because of breast discomfort.
And while a sports bra is the obvious solution, young girls lack the agency to acquire one as parents are in control of if and when they can wear one. Once they arrive at the moment of purchasing a bra, this often comes with an unexpected price tag, plus the embarrassment and discomfort of a changing body.
Nike’s annual bra donation through the Stronger With Support program aims to highlight and combat some of the stigmas around wearing a bra for young girls. I interviewed two coaches who are on the receiving end of this donation to capture the real-world impact on their pupils.
After a successful football career, coach Eartha (UK) continues to share her love for sports as a PE teacher.
But like her and her friends when they hit puberty, she saw young girls dwindle out of sports due to the lack of access to sports bras. Eartha has made it her goal to make a sports bra an essential item on the uniform list in the UK. Because she has witnessed that once girls notice the physical difference, they’ll start to enjoy sports again which creates healthy habits they’ll take into adulthood.
The pupils of coach Ellen in Soweto (SA) face very different challenges in the townships: safety concerns, chores and technology all discourage girls from staying active.
Additionally, many of her pupils grow up without a mother. And without this pivotal role model in their lives, girls often face body image issues when they hit their teens. Ellen tries to instil body positivity by talking about self confidence and loving your body at the start of each class. And the added physical support of a sports bra gives them the confidence boost needed to build their self esteem.
THE TEAM
Senior Copywriter
Design
Tesja Bonnie
Andreas Levin