Let’s Talk Sports Bras
Nike's bra category had long been positioned through the lens of elite athletic performance: it was inspirational, but felt inaccessible and unrelatable. Brand voice, technical jargon, and pro-athlete speak resulted in a complex and frustrating experience for many consumers. This project reframed how we educated consumers about bra fit and impact levels by centering the voice of the everyday athlete, redefining the Nike Bra Fit Guide for the next five years.
Role
Art Direction
Design
Concept
We cast four models across a range of athletic abilities and, over the course of a week, filmed them wear-testing different bra support levels through their daily routines. Follow-up interviews captured their honest reactions, giving consumers a real look at how each bra performed in practice.
To close the series, we brought all four together for an unfiltered roundtable conversation about the good, bad, and ugly of bra shopping. Pulling back the voice of the brand and letting everyday athletes speak for themselves shifted both the visual and verbal language toward real bodies, real experiences, and real fit.
Bethany C. Meyers, Founder of the Become Project, Body Neutrality Advocate
Shai’La Yvonne, Spin Instructor, DJ, Yoga Enthusiast
Sienna Lynn, Fitness Trainer, Model
Brittany Lucio, Basketball Player, Actress, Model
Experience
We pushed beyond the brief, intentionally integrating pull quotes and conversational copy to elevate benefits from the athletes' point of view rather than the brand's. We also removed binary gender language typically used throughout, acknowledging that not every bra shopper is female-identifying.
The visual framework balanced product education with human storytelling: a mix of lifestyle and studio photography to reflect how athletes actually live in these products. Every decision guided the consumer through a fit choice that felt personal, not prescriptive.
The campaign was recognized for its body diversity and inclusive language.
