According to Nike, around 55% of young women in Milan don’t play sports because of conservative attitudes towards female athletes. To get more Milanese women active, Nike partnered with TikTok, a short form video platform, where many young currently women post and share dance moves.
The brand brought together female Italian athletes, including the boxer Federica Monacelli, and basketball player Olbis Futo Andrè with Milan’s top TikTok personalities to create dance challenge videos inspired by boxing, basketball and football – three of the most male-dominated sports in Milan.
Nike created the first-ever branded page on TikTok where the dance videos were watched by thousands of Milanese females and shared on the social feeds of Nike’s influencers, with 15-second dance videos with hashtagged #TheShadowboxer, #BasketBeat and #LighteningFeet.
The initiative has used the insight around the joy dance can bring for confidence and self-expression to bring women into sport and fitness,