NIKE • CAMPAIGN
Movement as message,
dance as archive
Creative Strategy & Cultural Research for Nike Dance Campaign
IDEA
Let movement tell the story — not as choreography, but as language, release, and resistance.
The campaign centred dancers not just as talent, but as storytellers. We explored the idea of freestyle as philosophy — the floor as a place where cultural memory, joy, and power meet.
INSIGHT
Nike’s Own The Floor wasn’t just about dance — it was about movement as identity. From breaking to Afrobeat to ballroom, each style holds deep-rooted cultural memory. The challenge was to create a campaign that honoured these forms not as trends, but as living expressions of community, history, and voice.
Summary
SCOPE & DELIVERABLES
Cultural research & tone mapping across Afrobeat, Ballroom, Breaking
Support for casting, references, and community grounding
Creative advisory on visual tone and identity
Sound and rhythm references aligned with movement cultures
Internal messaging and creative treatment consultation
OUTCOME
The campaign featured dancers from across disciplines and continents — captured through raw film and stills that reflected sweat, breath, and connection. It didn’t aestheticise the movement — it held space for it.
The work was shared across Nike’s global platforms and became part of a larger expression of Nike’s cultural positioning within street and club dance.
CLIENT
Nike
Role: Strategy Lead