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CHALLENGE

Every year, dozens of brands celebrate Pride with a rainbow color way or a single post on social. Even more brands avoid the conversation altogether. Now more than ever, Nike needed to show up to support members of the community who are marginalized and alienated.

 

SOLUTION

We leaned all the way in, celebrating queer athletes who show up as their authentic selves day after day and help push sport forward. NO PRIDE, NO SPORT became our rally cry, with each placement illustrating what is missing (literally and figuratively) when the queer community is excluded from the conversation. We developed a visual system with a color palette inspired by the spectrum of Pride flags, and a custom typeface to highlight the letters of the LGBTQIA2S+ acronym. Through placements across social and OOH, we created global disruption, and solidified Nike’s commitment to the LGBTQIA2S+ community. A dedicated destination on Nike.com  and the Nike app provided resources for queer individuals and allies, ensuring that Nike’s support for the community extended far beyond a single day or a single product. We intentionally launched the work on July 1, the day Pride Month ended, to ensure the conversation continued all year long.