Nike: Black History Month Campaign

Nike Brand Marketing Team: Alero Akuya, Ayesha Khan, Maya Henderson, Rachel Boucher

Nike Creative Team: Anthony Coleman, Megan Sedey, Mallory Jamett, David Frank, Miles Johnson

Photographer + Director: Joshua Kissi
DP: Kevin 'GK' Frederick
Wardrobe Stylist: Shibon Kennedy
Movement Direction: Nana Yaa
Set Design: Zach Apo-Tsang
Production: BAM
Retouching: Silhouette 
Motion Editor: Armen Harootun
Creative Partner: WeShouldDoItAll

For Black History Month 2019, our team launched the Watch Us Rise campaign. We set out to support and accelerate black athletes’ commitment to create an equal future through sport by providing opportunity for their community. We brought together young, black athletes that are using sport to build communities around the world. Our cast featured featured Amanda Gorman, Josef Adamu, Debra Nelson, Shani Crowe, Butta, McKinley Nelson, Ingrid Silva, Sage Elsesser, Nigel Sylvester, Scottie Beam, Sahra-Isha, and Jasmine Nesi. They were styled in the BHM collection, which assets were leveraged across the Nike digital ecosystem, retail, media, and OOH placements. The campaign was hugely successful with the BHM lead footwear style selling out within 5min of launching.

Another element of campaign included a film series that explored the stories of intersectional youth sport leaders across the global black diaspora. The three films featured Crystal Dunn, Ingrid Silva, Vashi Cunningham, Serena Williams, Alex Thomas, Debra Nelson, Kairaba Ali-Danbukar, RUNGRL, and ASRA Run Club. The “Common Thread” content series had 17.3 million views across social media.