The Strategy
We moved away from the "Elite Pro" narrative to focus on Participation.
The Goal
Make football feel accessible to the 14–19 demographic.
The Concept
"Drop the Baggage." A campaign centered on removing the mental weight that stops girls from starting.
Case Study: Nike - "The First Kick"
Case Study: Nike
"The First Kick"
Case Study: Nike
"The First Kick"
Role: Deck Designer & Visual Strategist
Role: Deck Designer & Visual Strategist
Role: Deck Designer & Visual Strategist
The Problem
Research shows that 80% of girls (aged 11–17) are not active enough, dropping out of sports at twice the rate of boys. The primary barrier is psychological: anxiety over appearance and fear of peer judgment.
The Problem
Research shows that 80% of girls (aged 11–17) are not active enough, dropping out of sports at twice the rate of boys. The primary barrier is psychological: anxiety over appearance and fear of peer judgment.
The Strategy
We moved away from the "Elite Pro" narrative to focus on Participation.
The Goal
Make football feel accessible to the 14–19 demographic.
The Concept
"Drop the Baggage." A campaign centered on removing the mental weight that stops girls from starting.
The Strategy
We moved away from the "Elite Pro" narrative to focus on Participation.
The Goal
Make football feel accessible to the 14–19 demographic
The Concept
"Drop the Baggage." A campaign centered on removing the mental weight that stops girls from starting.
Visual Direction
I designed the pitch deck to communicate "Action over Perfection."
Layout
High-contrast, minimalist slides using Nike’s core black-and-white palette.
Imagery
Sourced candid, unpolished photography of girls in urban = and parks, not stadiums.
Typography
Bold Nike Futura headers paired with handwritten notes to make the data feel human and approachable.
Visual Direction
I designed the pitch deck to communicate "Action over Perfection."
Layout
High-contrast, minimalist slides using Nike’s core black-and-white palette.
Imagery
Sourced candid, unpolished photography of girls in urban and parks, not stadiums.
Typography
Bold Nike Futura headers paired with handwritten notes to make the data feel human and approachable.
Execution
The pitch included a physical activation called "The Baggage Drop".
Modular lockers placed in local pitches where girls can literally lock away their "baggage" (anxieties) and swap them for playing gear. Finally a QR-led flow in the Nike App to find local beginner-only sessions.
Execution
The pitch included a physical activation called "The Baggage Drop".
Modular lockers placed in local pitches where girls can literally lock away their "baggage" (anxieties) and swap them for playing gear. Finally a QR-led flow in the Nike App to find local beginner-only sessions.
Results & Impact
The strategy led to a global pilot with the following metrics:
Participation: +215% increase in local grassroots sign-ups.
Engagement: 1.2M interactions with the "Baggage Drop" digital feature.
Sentiment: +42% uplift in brand affinity among teenage girls.
Results & Impact
The strategy led to a global pilot with the following metrics:
Participation: +215% increase in local grassroots sign-ups.
Engagement: 1.2M interactions with the "Baggage Drop" digital feature.
Sentiment: +42% uplift in brand affinity among teenage girls.
Visual Direction
I designed the pitch deck to communicate "Action over Perfection."
Layout
High-contrast, minimalist slides using Nike’s core black-and-white palette.
Imagery
Sourced candid, unpolished photography of girls in urban cages and parks, not stadiums.
Typography
Bold Nike Futura headers paired with handwritten notes to make the data feel human and approachable.
Execution
The pitch included a physical activation called "The Baggage Drop".
Modular lockers placed in local pitches where girls can literally lock away their "baggage" (anxieties) and swap them for playing gear. Finally a QR-led flow in the Nike App to find local beginner-only sessions.
Results & Impact
The strategy led to a global pilot with the following metrics:
Participation: +215% increase in local grassroots sign-ups.
Engagement: 1.2M interactions with the "Baggage Drop" digital feature.
Sentiment: +42% uplift in brand affinity among teenage girls.