Nike owns Running, Fitness, and Lifestyle. Dance was open territory. With Breaking joining the 2024 Paris Olympics lineup, Nike wanted to lead the space before anyone else claimed it.
The brief was to step out of the traditional sport categories and establish Nike as the go-to in dance, through unique and diverse talent across EMEA.
We brought together real crews who already owned the floor. Afrobeats, vogueing, breaking. A 360 campaign full of energy and self-expression, built on authenticity, told through stills and film across social, digital, OOH, and retail.
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The brief was to step out of the traditional sport categories and establish Nike as the go-to in dance, through unique and diverse talent across EMEA.
