Nike x AW LAB
Summer 2024 Dance Campaign
CLIENT: NIKE X AWLAB
AGENCY & PRODUCTION: LOFT FILMS
SERVICES: CREATIVE STRATEGY & PRODUCTION
FORMAT: PHOTO & VIDEO CONTENT / LIVE EVENT
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
Stills & Video — High-energy content for retail and social, capturing the rhythm and attitude of breaking.
Documentary — A powerful portrait of B-Girl Antilai Sandrini on her Olympic journey.
Live Event — A community-led dance event fostering connection and creativity.
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.

Play With The Flow

ANTI - Portrait Of A B-Girl (Short Version)

