Let’s Talk Sports Bras
Redefining how Nike talks to consumers about bra fit
Objective
Nike's bra category had long been positioned through the lens of elite athletic performance — inspirational but inaccessible. 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.
The reality was that most people buying Nike bras were everyday consumers looking for comfort, fit, and confidence in their daily lives. Our experience was rooted in being genuinely helpful and human — an initiative that redefined the bra fit experience for the next five years.
We cast four models of varying athletic ability for a real-talk roundtable about the good, bad, and ugly of bra shopping. By removing the voice of the brand and letting everyday athletes share their experiences, we shifted the visual and verbal language to center real bodies, real experiences, and real fit.
Art Direction:
Kim Luis, Mariana Bukvic
Production Studio:
Los York
Photographer:
Lindsay Ellary
Director of Photography:
Seth Epstein
Producer:
Karl Lunan
Hair:
Gonn Kinoshita
Make-Up:
Setsuko Tate
Copy:
Sarah Ostaszewski
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.
Cast
We cast a diverse range of athlete levels, from the everyday runner to coaches. Each person shared their own pains and gains of finding well-fitting bras for any scenario.
Bethany C. Meyers, Founder of the Become Project, Body Neutrality Advocate
Shai’La Yvonne, Spin Instructor, DJ, Yoga Enthusiast
Brittany Lucio, Basketball Player, Actress, Model
Sienna Lynn, Fitness Trainer, Model