With physical retail closed or limited for much of the pandemic, online shopping had become a very real habit for many.
But with stores slowly reopening post-lockdown, Nike wanted to find a way to remind shoppers of the value of the in-store experience.
Our approach was to shine a light on the staff themselves: on every floor you’ll find Nike store athletes — footballers, runners, skaters, lifters and dunkers who bring every bit of their passion and expertise to work with them.
Nike Store Athlete and international runner. When he’s not on the track, he’s sharing years of expertise with customers at NikeTown London.
This was the first in our series of films celebrating the expertise, lives and passions of the people who work inside Nike stores across London, Paris and Berlin.
Humans at the heart
Far from us leading the writing, we worked with the Athletes to tell their own stories. We went to the places that meant the most to them - the basketball court where Danny spent countless hours practising, to the dojo where Harley found her love of kicks.
Our Store Athletes are amazing humans, with incredible talents and passion. We wanted to work with BMB as they continually demonstrate the ability to draw out that humanity.
Ben Hutchings, Brand Marketing Director
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We love talking to humans in all kinds of ways. Calls are brilliant (although some of the younger humans find it weird that you’d speak to someone using your actual voice when you could just WhatsApp or slide into their DMs). Everyone loves an email, obvs, particularly our new business human (Matt).
