Victory Collective

description

Nike stands for (and translates to) victory—but the post-pandemic world and new generation are driving a historic change in what this singularly powerful word stands for. Our team was brought in to create a system that facilitates personalized and exploratory content journeys to bring people closer to the true power of sport. We explored the full breadth of what victory can mean, look like, and help us achieve—and whose victories aren’t represented by the way it’s depicted today.

A central focus of this was focusing in on the victories too often overlooked: those achieved by women. Underrepresented and under-celebrated, women often struggle to feel inspired by the male-dominated sport landscape.

But victory reveals more of what’s possible—for ourselves, for the world, for human potential. And there’s nothing more empowering than seeing yourself, and your story, in the people who achieve these amazing things.

Designed to empower the next generations of athletes, Victory Collective is a destination for limitless inspiration, allowing users to seamlessly discover more through its ‘victory themes’ tagging system. We brought this to life through an expansive content ecosystem that lives across Nike’s app, dotcom, social media and retail locations.

manifesto

dotcom destination

content system

editorial content

credits