Nike - Take on TJ

Role: Senior Content Strategist

The Story: Nike wanted teen athletes to buy gear for the upcoming athletic season in July. As Senior Content Strategist, I helped land the strategy to provoke bored teens’ competitive side. Our insight: Every athlete has a rival. An adversary that pushes them to work harder. As a result, we created the Take On TJ campaign to introduce the ultimate teen athlete nemesis, and launched it in partnership with a big roster of Nike athletes.

The Big Creative Shift: We’re selling motivation to beat your rival.

The Results: In 24 hours, our content had over 4 million organic views and 9x greater engagement than their average post. In a month, we drove 1.5M visitors to nike.com 🏆ARF David Ogilvy Awards, Grand Prix🏆 ARF David Ogilvy Awards, Gold, Social Media🏆