NIKE TEEN GIRLS ECOSYSTEM

We Believe

Girls are the Future of SporT.

With girls dropping out of sport 2X the rate of boys by age 17. We have a commitment to girls across the globe to create experiences and access to sport that is designed with them at the center.

PUBERTY IS THE STEEPEST DROP-OFF POINT FOR SPORT

Puberty itself is not the problem for girls. It’s the systems around her that are not set up to support her during this time 

The Irony

SHE NEEDS SPORT MORE THAN EVER DURING THIS TIME

The benefits of sports will improve her physical, emotional and mental well-being during this transitional time. This is also the critical juncture in which sets up her relationship to sport for life 

The Problem

Our Challenge

Girls and their parents don’t see girls in store or online, making it feel like she doesn’t belong at Nike.

Teenagers don’t want to be seen as kids anymore

Younger teens (12-14 yr old) prefer to shop at teens/ junior sections while older teens (15-17 yr old) prefer to shop at Women’s.

Nike digital journey doesn’t represent teenagers

Offers, guidance and tools, imagery, and curated content on .com are usually based on 12-year-olds and under, or adults.

Our Mission

Build a best in class digital experience curated for her offering products and guidance, exposure to role models, and inspiring, motivational stories.

Nike Teen Girls Ecosystem

Nike Teen Girls Ecosystem

Building a hub that invites and keeps girls in the world of sport with a digital experience that ensures play is accessible, inclusive, equitable, joyful and inviting to all.

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NIKE "Coach The Dream"

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R/GA - Winning the Next Wave of Sport Fans