General 3 — Stacey Thompson Designs

NIKE

Sisterhood of Sport:
Come Thru

OVERVIEW
Spring 2021 was the opportunity for Nike to showcase their support of BIPOC women and their contributions to society, not just for one season but consistently.

THE EXPERIENCE
Our team was tasked with creating an ongoing video series that inspires, connects, and serves black women athletes through a mentorship mindset; cultivated with black women athletes, influencers, and voices of change. Come Thru was that series. The first episode is centered around some of the most inspiring women changing the game today: Shelly Bell—the founder of Black Girl Ventures, A’ja Wilson—WNBA All-Star and entrepreneur', Olamide Olowe—the youngest Black woman to ever raise over $2 million in funding for her start-up Topicals skincare, and our host, Nia Symone—a former HBCU basketball player and budding sports journalist with NBA TV. The series is featured on YouTube to attract a Gen-Z audience with additional product extensions supported on Nike digital channels.

22 Black Women Highlighted
7 Episodes
8 Months Run Time
2+ Million YouTube Views
400+ Digital Assets Created

Role: Creative oversight, Digital Art Direction
Creative Team: Lauren Kusmierczak & Conscious Minds Team, Darshan Phillips & Instrument Team
Project Type: User Experience Design, UI Design, Product Marketing, Consumer Experience

Design Direction

We wanted to create an environment that resonated with our GenZ audience members. Our photoshoots were set in retro-futuristic settings with nostalgic props and colorful lighting. Guests are set on brightly colored, textured backdrops. Utilizing fun graphics, patterns, and gradient textures ties into our desired TikTok/IG style.

The Digital Process

In addition to creating an episodic calendar of content, we also focused on mapping out where each individual asset would live. The consumer journey was important to get the tie the message together across channels and platforms.