NORTHERN PLANNER

Category Cultural Orthodoxy

Nike wasn't popular enough with women, they thought it too macho, part of the convention that true sport is the preserve of male athletes in the big stadiums, winning the trophies with thousands chanting their name

Social Disruption

Women loved sport, but for them it wasn't about the typical male traits of winning, domination and being competitive, for them it was enjoying the actual act of doing the sport, the participation. It wasn't for adulation or winning in the pecking order.

Source Material

Women around the world enjoyed dance. It was an uncelebrated sport, probably treated with derision by most men, but the demands of strength, co-ordination and endurance were the equal to any celebrated 'male sport'

Ideology and tactics

Make the 'Just Do It' ethos of 'If you have a body, you're an athlete' philosophy relevant to women by championing unsung dancers around the world as athletes worthy of respect

They created provacative of dancers pulling off improbable moves while demanding to know why they weren't an 'athlete'.

They activated the campaign worldwide with dance classes both online and offline

Cultural Strategy

The manifesto is pretty much the V/O in the ad