Nike Training

while at Jager Di Paola Kemp (now Solidarity of Unbridled Labour)

National Print Campaign (and original proposal)

For the launch of the Nike Zoom Sister One+ we proposed giving training more of an emotional pull and a (literal) voice. Training was lacking what other categories took for granted—star power, rivalries, passionate fans. We connected training (and life) advice with the features and benefits of the shoe, via a voice that was part coach, part parent, and part tough-love best friend.

The final print executions carried over many of the elements of the original concept, but spoke from the POV of Nike, hitting more directly on the benefits of the shoe.