Nike x LADbible Group
Chit Chat - Nike Teens
Background
Nike wanted to address the sharp decline in girls’ participation in sport during their teenage years and inspire a new generation of “forever athletes.”
Idea
We created Chit Chat, a Snapchat-first community co-created with Gen Alpha girls. Through a cast of research-led virtual characters, the platform opened up conversations around the social and emotional barriers preventing girls from staying active, helping make sport feel more relatable, accessible and fun.
Creating a space where our ‘virtual influencers’ normalised topics that teenage girls are too afraid to speak out about.
A world where our virtual influencers spoke to – and for – a Gen Alpha audience, sharing their stories and experiences to help normalise the fears and barriers that girls face in sports and encourage them to participate with the help of Nike.
Real teen girls were the Creative Directors of our campaign, allowing us to understand precisely what they want to see and hear.
GEN ALPHA GIRLS INTERVIEWED
FOCUS GROUPS
EUROPEAN MARKETS
INTRODUCING
The easy-going one who enjoys being active but sometimes finds sports intimidating and too serious.
INTRODUCING
The shy one who enjoys playing sports, but doesn’t always feel confident in herself without her friends’ support.
INTRODUCING
The confident one who loves sport and competition, but also takes care of her appearance.
Romy challenges the assumption that football is a boys’ sport, pushing for mixed-team matches and encouraging her teammates to believe they deserve to be taken seriously on the pitch.
Tia overcomes the embarrassment of a wardrobe malfunction at her first dance class, learning not to let self-consciousness stop her from doing something she loves.
Romy worries that her period affected a life-changing football trial, but with support from her friends learns that confidence, not perfection, is what helps girls succeed in sport.
Naomi battles self-doubt while launching a girls’ running club, discovering that building confidence and community often starts with taking the first step yourself.
To blur the line between the virtual and real world, we created Reality Check, a vodcast series where our characters sat down with inspiring female athletes to discuss confidence, friendship, body image and the challenges girls face in sport.
We also extended the experience onto the Nike Teens website, where the girls took over the platform with exclusive content, helping create a destination that felt like a genuine community rather than just a campaign.
Creative Director:
Dai Roberts
Creative:
Abi Sharples
Sarah Moody