OVERVIEW

We partnered with Nike and AW LAB to spotlight breaking culture ahead of its Olympic debut in Paris 2024. The multi-channel campaign—spanning retail, social, video, stills, and a documentary—culminated in a vibrant live event celebrating dance and self-expression.

OBJECTIVES

• Champion Breaking — Showcase the culture in the run-up to the Olympics.

• Empower Women — Elevate female dancers through the “LED BY HER” ethos.

• Unite Retail & Digital — Create content for both in-store and social platforms.

  
  

WHAT WE DELIVERED

1. Stills & Video — High-energy content for retail and social, capturing the rhythm and attitude of breaking.

2. Documentary — A powerful portrait of B-Girl Antilai Sandrini on her Olympic journey.

3. Live Event — A community-led dance event fostering connection and creativity.

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RESULTS & IMPACT

• Stronger Community — Energised and expanded the AW LAB & Nike dance network.

• Lasting Influence — Inspired a new generation of female dancers.

• Wide Reach — High engagement across retail spaces and digital channels.

  
  

WHY IT WORKED

• Cultural Authenticity: — Real dancers from the breaking scene for genuine representation.

• Integrated Production — Unified creative, production, and post.

• Clear Purpose — Empowerment and culture at the heart of the message.

  
  

The Nike x AW LAB Summer 2024 Dance Campaign wasn’t just a marketing initiative.

By celebrating breaking and amplifying female voices, Nike and AW LAB sparked a movement that continues to resonate.