Nike has launched a new digital space for teenagers – ‘Nike Teens’ – a female skewed digital zine that encourages curiosity, enables community and celebrates sport as a playground of infinite possibility.
Alongside agency R/GA EMEA, the sports brand uses role models who are their age and are going through the same experiences as they are such as Nike athletes including Fleur Zwartkruis and Issey Kyson.
“It’s a place where teenagers come for the sport, but stay for each other,” said R/GA, explaining that the innovative new platform acts as a touchpoint for teenagers across all parts of Nike’s digital ecosystem.
The platform went live across EMEA from November, 2023 and will be continuously updated and evolve into a key space for the community to grow over time. Additional global market roll outs are scheduled over coming months.
R/GA was brought on to help solve the challenge that Nike currently had no dedicated digital space for teenagers, and asked to create a platform that empowers her to be a forever athlete: creating a lifetime relationship with sport and Nike.
The experience also launches with bespoke content such as dance stories, educational articles, style inspiration and ‘day in the life’ stories created by teens, for teens.
Additional content partnerships will also be rolled out as the platform evolves. R/GA also mapped the teen experience across Nike.com, looking at the different entry and exit points to the Nike Teens landing page.
“Teens are a tricky group to get right. We’ve embraced the messy, moody, exciting reality of growing up and designed the Nike Teens experience to be inclusive, uplifting and, most importantly, real. We’re very happy to see such purposeful work rolled out on such a scale at Nike.” said Nick Pringle, Chief Creative Officer R/GA EMEA.
NIKE TEENS – R/GA AGENCY CREDITS
|Miles Byrd||Senior Account Director|
|Juliette Arnaud||Senior Producer|
|Shane O’Riordan||Design Director|
|Mario Cesar||Senior Visual Designer|
|Johan Jeansson||Creative Director|
|David Welch||Group Director, Content Production|
|Andre Figueiredo||Creative Director, Experience Design|
|Johnny Cole||Senior Experience Designer|
|Bashi Kolibarova||Senior Experience Designer|
|Xuexin Fan||Experience Designer|
|Anna Bulman||Strategy Director|
|Siona Singletary||Associate Strategy Director|
|Aaron Green||Director, Media & Connections|
|Dave Matthews||Business Director|
|Nick Pringle||Executive Creative Director|