Nike: Nike x Gurls Talk Podcast
Challenge
This generation of girls are moving less than ever, with only 12% of 14-year-olds getting enough physical activity each week. They’re also sadder than ever before, with one in four being clinically depressed by the time they turn 14. But Ironically, sport that has the power to change this by giving them the tools to navigate through their lives.
Solution
Working with Nike Womens and Gurls Talk, an online community run by British supermodel Adwoa Aboah, we ignited a movement that empowers girls to take back control of their minds by taking control of their bodies.
Role: Senior Art Director / Creative Lead
Responsibilities: Originated idea and sold to Nike alongside Laura Randall. I unfortunately missed out on production due to being on paternity leave.
What it’s all about
Hosted by Adwoa, it is for when gurls need to escape everyday chaos, or find themselves getting lost in their own heads. Each week a different guest or Nike athlete is invited to talk about the issues that affect gurls most - with absolutely nothing off limits. From sexuality, to mental health and disability to religion, we’re aiming to provide young women everywhere with the tools to take control of their lives.
Results
#1 in Apple’s New & Noteworthy for 8 weeks
#1 in Health Podcasts
#8 in Apple Podcasts overall chart
Sweat the small stuff
‘You’re more open when you sweat’ - Adwoa Aboa.
To get people excited about each new podcast episode, we created a series of fun, social-first content. It had our guests go head-to-head with Adwoa, taking on quirky physical challenges while answering quick-fire questions. A simple mashup of exercise and candid chit-chat.
