NIKE
A Pride campaign celebrating queer athletes and their many contributions sport and beyond — because the game isn’t worth playing without the LGBTQIA2S+ community.
No Pride,
No Sport
Client
Nike Global
Year
2023
Agency
R/GA
Role
Associate Creative Director
Concept
Radical visibility and representation for queer athletes.
Embracing the themes of "Reimagine Pride" and "Radical Visibility," we shaped a narrative that sport without LGBTQIA2S+ inclusion is incomplete. The campaign used creative visual metaphors and impactful language to assert the necessity of queer presence in sports, advocating for visibility that is more crucial than ever.
Our Approach
Our dedicated team of writers developed a spectrum of Pride messaging tailored for Nike's diverse global audiences — with tone of voice ranging from restrained and subtle to bold and progressive. Exploring the extremes gave us the cultural and creative context we needed to land on language that would resonate universally
Here’s where we started.
The Result
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The Result 〰️
The 'No Pride, No Sport' campaign received a lot of love online for its bold tone, vibrant visuals, and custom typeface, designed in collaboration with queer artists and featuring a Pride flag-inspired color palette. Showcased across digital out-of-home ads, web content, and social media, the campaign powerfully communicated our key message — that sport without the LGBTQIA+ community is incomplete.
