See it. Be it.

Challenge: While Nike has benefited from increasing demand for athleisure apparel during remote work, new and old competition are crowding the market while companies like Under Armour, Adidas, and Lululemon are spending more on marketing and advertising campaigns.

Insight: Previous branding has helped position Nike to be near synonymous with athleticism, between inspirational, action-oriented messaging and partnerships with top athletes. Coming out of a pandemic which shut down even the most active individuals gives Nike an opportunity to position themselves at the forefront of this new era. At least 60% of Americans report pandemic-related weight gain, with one study measuring gains of 2 pounds a month. Many are using this time to reevaluate priorities, but struggle to get physically moving and into the world after the past two years. The See it, Be it campaign positions Nike within the moment to motivate those who stumbled along the way or are unsure how to start. As many reflect on what happened, the imagery of this campaign centers on the reflection of who you are now and who you could be if you are unafraid to try. It is for the consumers who are not at the top or coming in first, but could get there with a helping hand. Nike aims to be that push.