Nike teamed up with female physiologist Stacy Sims and agency R/GA London to build the first ever cycle syncing training collection on the Nike Training Club App.
The aim behind the project was to help educate women on how to sync their training to their menstrual cycle not just to enhance performance, but also to optimise energy and to listen to/understand what the body needs for each phase of the cycle.
The aim was to research and dig deeper to find out more about what female athletes need to succeed and then to create a resource to support them.
The result emerging from the project’s findings and insights is Nike’s first ever cycle syncing training collection.
The campaign for the collection was created by R/GA London and rolled out across Nike Women’s Global Social handle and on the Nike Training Club app is backed by supporting resources on the sportswear behemoth’s website and across its own social channels.
“This work was born out of the belief that sports training platforms need to better serve women on their terms, recognising that too many training platforms do not cater for distinct differences in men and women’s physiology,” said R/GA London SVP and Executive Creative Director Nick Pringle. “It’s work that stays true to R/GA’s vision of helping our clients create a more human future through technology, and we’re very proud to have played a part in its creation”.
The initiative was created by an R/GA team which included Group Account Director Rob Kent, Program Manager Gretel Oehme, Creative Director Bruno Dilucca, Visual Designer Charlie Green, Senior Copywriter Laura Randall, Senior Copywriter Natalie Ranger, Senior Visual Designer Camille Magnan, plus Producer Juliette Arnaud, Senior Art Director Rob Watts, Senior Strategist Amar Babbar, Strategy Director Anna Bulman, Associate Strategist Hannah Vatandoust and SVP Executive Creative Director Nick Pringle.
Comment:
In Sims’ book ‘Roar’ she echoes the long-time, much-admonished women’s fitness and sports mantra ‘shrink it and pink it’ and argues that, unfortunately, this stereotyped relabelling approach still applies across too much of the category.
Which slightly shocks, but most saddens us at Activative who have been urging the end of this for the last decade.
Links:
Nike
https://www.nike.com/gb/a/cycle-syncing-explained
R/GA London
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