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CHALLENGE
Teen girls represent a huge corner of Nike's market. But with Nike's product categories limited to men's, women's and kids, Teen Girls don’t see themselves in the brand.
 
SOLUTION
We set out to redefine the teens girls’ online and offline experience so she feels welcome at Nike. After an in-depth consumer research and social listening phase, we landed a tight strategic POV that informed our entire process - color palette, fonts, page layouts, tone of voice, wardrobe styling, photography approach, - it was all geared towards making the Dotcom experience feel like an inclusive space for teens, by teens.  What resulted was a best in class digital experience curated for her offering products and guidance, exposure to role models, and inspiring, motivational stories. By creating a modular system and a comprehensive toolkit, we ensured that pages can be refreshed regularly and customized by geo so that content feels relevant to girls no matter what location and phase of sport they find themselves in.
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We then went on to concept, style and shoot season product collections to make sure that the site content was fresh and every-evolving, just like our teen muse. 


Role: Creative Director
Agency: R/GA