Objective:

Nike’s goal: Drive its target—active women—to Nikewomen.com with a message that celebrated women’s bodies and created buzz among consumers and the press.

Target Audience:

Active women based on behavior: women who work out three or more times per week in any venue (e.g. gym,  yoga studio, outdoors or company soccer team). Active women are more likely to purchase work out apparel multiple times throughout the year, and are also more likely to appreciate the benefit of Nike "performance" materials (e.g. dry fit).

How Magazines Were Used:

Magazines were used to carry a consistent message to the broad female fitness target. This included using multiple categories--health, fitness, entertainment, lifestyle, beauty, fashion and Hispanic--to reach women.

Multiple spreads throughout the magazines were used to impact the reader and break through the clutter of fall/spring fashion magazines.

Results:

Nike’s goal: Drive its target—active women—to Nikewomen.com with a message that celebrated women’s bodies and created buzz among consumers and the press.

Industry Awards:

Other Recognition:

Comments: