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NIKE Women’s “Dream” Campaign

  • Writer: Tanya Richards
    Tanya Richards
  • May 20, 2021
  • 3 min read

Updated: Jan 18, 2023

Advertising Strategy




Client Brief


To create a follow-up from the current Nike Women's ‘Dream’ campaign.


Target Audience


Young girls and young women 10-20 years who are motivated to be in sports.


“Athletes who are intrinsically motivated participate in sports for internal reasons, such as enjoyment, whereas athletes who are extrinsically motivated participate in sports for external reasons, such as material rewards.”



Secondary Market Research



The Big Idea

“When you Crave Motivation Instead of Attention”


With the rise of female power, it’s important to communicate how Nike understands the sport psychology behind being not only an athlete, but a female athlete who will be admired and respected by many people for doing ‘her thing’ and not following the status quo.


Part of the journey of mastering a sport, or anything in life for that matter, is to first learn how you work as an individual. In particular, what motivates you! Is it a feeling experience from the inside or a sense of validation from a third party perspective?


Strategy Aims:

To aid our female audience to become more self aware of their true intentions and motivation for wanting to be an athlete.


Strategy Objectives:

  • We can do this by communicating ways in which the silent cravings of our audience are actually the loudest voice pushing them along their athletic career.

  • By touching upon the like of the pleasurable sensation (dopamine hit) from the reward, as being the thing that drives athletes to want to succeed.

  • By showcasing the reflex actions towards glorified situations that our audience may face throughout their journey to success, which keep them level headed and focused.

  • By clearly distinguishing between authentic pride and boastful ego.


The Strategic Goal:

To address ways to healthily respond to the desire too reap rewards, to ultimately help keep female athletes focused on the substance behind sportsmanship and not the showmanship, which is skill improvement and personal growth.



Value Proposition


“Increase your Self-Awareness & Align to your Own Path”


Creative Brief:

Tag Line:

“Dream for the Guts - Not the Glory”


Possible Creative scenarios:

  • Paparazzi (patience)

  • Internet viral news ( resilience and compassion)

  • Brand endorsements (humility)


(Flip it so that Nike Showcases the ‘Winning Mindset’ against where others usually fall victim to temptation, and emphasis how Nike do things, when it’s about ‘Staying on your Grind’ and staying focused.)



Tone of Voice:

  • Leave with an open question

  • Encouraging/inviting

  • Dignified


Aesthetic Symbols;

  • Rising of the head with the shoulders back

  • The moment where the intrinsic motivation kicks in

  • Incorporate elements of routine & discipline


Media/Format:

  • YouTube Video instalments

  • Google Hangouts Poll (What Motivates You to Stay Focused Everyday?)

Sports Psychology based Scenarios;

(In order of manifestation)

  • interested in health and vitality

  • Strong sense of inner determination with any task at hand as long as there is sincere interest in that task.

  • Thrives off rising to a challenge and often sets themselves one, just for fun, just to see if they can do it.

Independently Competitive (this means somebody who has the potential to be a true athlete, will instantly understand about themselves, that they have to do this alone, to go inwards, to understand their own boundaries, what they can and can’t tolerate and seek ways to push past them, to see what fits and suits them best, and then contextualise that, why weighing themselves up against their opponents - the athletes they wish they were, the athletes aspire to be, the athlete they will one day become.)

 
 
 

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