Nike Girls x LADbible

Problem:
Due to a range of different barriers, a high proportion of girls are disengaging from sports in their teens, and more than half of all girls stop playing sport by the end of puberty. Only 4% are inspired by athletes and 6% by traditional celebrities. Traditional channels of influence weren’t going to shift the needle.

Task:
We needed to help Nike stop Gen Alpha girls from dropping out of sport in their teenage years.

Insight:
54% of this generation spend more than three hours a day on social media, 3 x more time than playing sport. Sport doesn’t have the same social value as their other passions, so holds little value in their offline lives.
In order for girls to want to spend time on something in the real world, it needs to resonate with them in social media.

Strategy:
To increase the social value of sport online and connect girls around it.

Idea:
Team Alpha, a new generation of virtual influencers who speak to and for Gen Alpha girls.
Gen Alpha girls want (and expect) their reality to encompass the physical and digital worlds, with 42% saying they've followed an influencer they didn't realise was virtual.
We created a team of virtual influencers that connected with gen Alpha in the digital spaces they are already engaged with to empower them to find the joy in movement. Through sharing their stories and experiences, they will normalise the fears and barriers that these girls face to encourage participation in sport.

See below for full case study.