What we did

We created The New Wave. A campaign centred around real people and real stories. Featuring Gen Z trailblazers Tilly and Blu who are bold, champion individuality and inspire a connection to water. To tell their stories we went on location in Spain to shoot them both in their natural environment, enjoying being in and around the ocean.

All of Nike Swim’s SS23 key products were featured, creating a sea of moving and static content. All used to form the basis of a fully designed toolkit, made to help EMEA regions activate their own campaigns in both physical and digital retail spaces. The shoot captured the joy that water can bring through vibrant, candid photography and celebrated people’s connection to it through closeups of textures such as rocks and flowers found in the bay.

We told Blu and Tilly’s stories via a tailored social campaign over the whole month of June on Nike Swim’s Instagram and featured by retailers including JD Sports. The content was also posted on Nike Women’s global Instagram to an audience of over seven million followers.

The campaign was further amplified with a launch event of the SS23 range in one of London’s most exclusive rooftop pools. Many of the major fashion publications were in attendance to enjoy a day of glorious sun, cocktails and live DJ set by our New Wave campaign influencer Blu.

But the campaign didn’t stop there, as we combined all the activity with a full influencer programme utilising a diverse mix of influencers with Gen Z audiences. From highlighting their love of water to ‘how to’ styling guides, individuality was at the core of every piece of content.

Impact

Having already featured in key industry titles across Europe including Harpers Bazaar, Grazia and Stylist, and the toolkit providing over 200 individual assets so far for both digital and social channels, it’s fair to say the campaign has made a real splash. And with results from our paid and organic social campaigns still being collated, there’s much, much more to come.