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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

  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.


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)

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