Strategic Work

Nike Women's Running - "Why Stop Now?"

An original campaign concept and integrated communications strategy for Spring 2027

Brand strategy · Campaign development · Creative direction · Integrated communications

Project type: Graduate group project
Market: United States
Proposed campaign period: February–June 2027
Role: Strategic and creative lead within a collaborative team

**Project note: Original speculative campaign developed collaboratively as part of graduate studies. The campaign was not commissioned by or affiliated with Nike and was not executed in the market.

01 / The challenge

How do you bring three running communities together under one campaign?

The brief was to develop a communications strategy and campaign plan for Nike's Spring 2027 women's running footwear launch in the United States.

The campaign needed to address three distinct consumer segments — road, trail and track runners — within a defined five-month launch period.

The challenge was to create a unifying campaign idea while ensuring each audience received relevant messaging and experiences.

02 / The approach

Rather than treating each segment as a separate product launch, my project partner and I developed a shared creative platform that could flex across different running experiences.

The strategy centred on a simple premise: women run for different reasons, but every runner has the capacity to keep moving forward.

This thinking informed the campaign concept, audience-specific messaging, proposed channel mix and five-month communications timeline.

03 / The concept

Why Stop Now?

A campaign platform celebrating perseverance, possibility and women's continued progress.

The idea connects everyday runners with competitive athletes, recognising that the decision to keep going means something different to everyone.

Supporting lines included:

-> Your reasons. Your race. Your revolution.

-> Records are made to be broken. So are barriers.

-> Different starting lines. Same unstoppable spirit.

-> Every pace. Every place. Every woman.

05 / My contribution

I took the strategic lead on the overarching campaign concept, channel strategy and campaign timeline, creative concepts and visual direction, and the final presentation and recommendations.

Working collaboratively with my project partner, I helped connect the campaign's central idea to its proposed communications and creative executions, ensuring the individual elements formed a coherent campaign proposal.

05 / The takeaway

This project brought together strategic planning and creative development within a single campaign framework, from the initial concept through to the proposed rollout.

**Project note: Original speculative campaign developed collaboratively as part of graduate studies. The campaign was not commissioned by or affiliated with Nike and was not executed in the market.

Contact

daryn@saylavie.co

(+1)587-609-6040