NIKE Court
Instazine
Women are at the peak of their performance in sports. But the way their stories are told in the news hasn’t kept pace. Nike tackles this head-on by heroing this new generation of female athletes and amplifying their stories to millions of people on digital.
As Roland Garros and Wimbledon were starting, Nike wanted to capture a broader, digitally savvy, social media hungry generation of fans.
The Instazine
We created the Instazine, a magazine reimagined for the social media generation, using all the functions of Instagram to tell the stories of top tennis athletes and draw the community into those narratives.
The result
20 million total views, 2+ million Instagram interactions, the biggest tennis week ever at Nike.com
Awards:
Creative Circle Awards 2019 // Bronze (Mobile & Digital - Creative Effectiveness) // Bronze (Media - Best use of social platforms) // Finalist
4 athletes, 4 Instazines.
We adapted the concept of magazine editorial segments and applied it to Instagram. Each was a multi-dimensional narrative highlighting different aspects of the athlete’s story the audience was interested in.
Different segments all linked in one ecosystem.
The content stretched beyond just @Nikecourt’s main Instagram account to other relevant channels and platforms - @Nike, @Niketraining @Nikewomen, Nike App, NTC App, Nike.com, plus the athletes themselves. We tailored content from the main narrative to speak to specific audiences working together with established partners to draw more audiences.
Athlete Stories
Each athlete got their own cover story with their own unique perspective on Nike’s main narrative of ‘Dream Crazier”.
Specific Story angles for each athlete
We did a deep dive into the different athletes’ stories and pulled out unique interest points that were relevant to each audience.
For example, Caroline Garcia, known for her strong physique, did a special segment on her gym training routine that her fans could follow.
Social-friendly e-commerce opportunities
We worked with Instagram artists, Martina Martian, to create a set of stickers inspired by the new range of Nike Tenniswear for people to ‘try on’. A swipe up link then led to the Nike app for purchase.
Community engagement
Fans were given direct access to athletes using Instagram’s ask-me-anything feature and responses were published within the same day.
Over 1,000 assets were created.
NIKE Court Instazine is part of a bigger movement called The NIKE Women Instazine project. Check out the case study below: