Problem:
81% of gay, 74% of lesbian, and 77% of transgender athletes are completely or partially in the closet while playing youth sport. Many fear discrimination, violence, and stigma from players and officials.
Solution:
During pride, we created a brand impact moment for Nike to spotlight their commitment to trans and queer athletes. No product, no star athlete, just Nike’s support of the community.
We seeded our creative message with copy that removed letters from the LGBTQ+ community acronym to visualize the impact on sport.
Social rollout across Nike owned global and city handles.
Amplified through Nike athletes and UGC.
70m Organic Views + 5,807 comments on IG
