Nike Air Society

Weekend-long experience for Nike Women to launch the new VaporMax shoe and kick off ongoing, female-focused Nike Air Society initiatives in Chicago.

THE ASK: Create a space to inspire and empower women to take bigger risks and break the rules with their style and ambitions: show her how to wear her kicks in fashion-forward ways and empower her to move forward in chasing her dreams.

THE ANSWER: Transform a West Town penthouse into HQ for a weekend celebrating style, beauty, fitness, creativity, entrepreneurship; and most of all, badass women. Nike Air Society Chicago featured an interactive style closet featuring the latest from Nike, paired with pieces from Chicago-based, female designers and business owners; talks and panels with local influencers, artists, and entrepreneurs, group runs, rooftop yoga and training workouts; a braid bar staffed with local stylists; nail art and henna tattoos by local artists; DIY bag customization with femme power patches; a library featuring books by female authors and postcards to send words of inspiration, encouragement, or thanks to important women in your life; and LOADS of killer photo ops.

It was a big win for Nike to step out of their typical fitness-first strategy and connect with women on a much broader, lifestyle level; and a magical, inclusive, and inspiring experience for the 800+ women who attended.

Date: July 2017 / Client: Nike / Role: Creative Director /