A new way for women to see themselves in Nike stores.

Nike is dedicated to every kind of athlete, but not every kind of athlete sees themselves in Nike stores. Instead, they see unrelatable, unattainable bodies built around preconceived notions of fitness. To create a truer sense of connection, we created a community-led retail experience reimagining mannequins as dynamic, digital models.

Made at R/GA for Nike and Snapchat
In partnership with pl.ai
Creative Concept + Messaging + Retail Strategy

🏆 2022 Webby - Media & PR
🏆 2022 Webby - Augmented Reality
🏆 2022 Clio - Bronze
🏆 2022 Fast Company - Honorable Mention (Retail)
🏆 2022 Fast Company - Honorable Mention (Sports and Recreation)