BRING THE HEAT

For my specialisation in Creative Strategies, we collaborated with Nike to develop a campaign strategy for its upcoming 24/7 collection. The Problem: Teen girls are dropping out of sports at twice the rate of boys. By age 14, they have 30% less confidence in their athletic abilities. The main reasons? Body changes during puberty, and a sports culture that feels overwhelming, unwelcoming, and too masculine. For Nike, this revealed a deeper need: to become a brand where teen girls feel seen, heard, and reflected again. The Insight:
Through research, we uncovered something unique to our teen girls in Germany: girls weren’t just quitting because of body image or pressure, they were walking away because of team drama, toxic dynamics, and rivalries. But instead of framing this as a problem to fix, we saw it as energy to redirect. The Strategy:
Rather than silence the drama, we embraced it. Launching a concept that turned tension into teamwork. Through social activations, weekly sports-based challenges, and real conversations about rivalry, our campaign gave girls a new language for competition and connection.