Nike - Own The Floor

Tasked with stepping out of the traditional Sport categories and establishing Nike as the go to retailer in the dance space, we worked with Nike to develop a campaign celebrating unique and diverse talent across EMEA.

Pivoting away from the familiar and cemented categories of Running, Fitness, and Lifestyle - Nike was looking to build credibility in a new, emerging territory - Dance.

As Breaking joins the event lineup for the 2024 Paris Olympics, Nike’s ambition was to grow credibility in the new vertical and become the leader in the space.

Bringing together real dance crews who truly owned the floor in their own right - from afrobeats + vogueing to breaking communities - we created a 360 campaign full of energy and self-expression, showcasing authenticity in the space through stills and jaw-dropping film living across social, digital, OOH and retail.