Nike Swim | The Modesty Panel Talk

BRIEF

“Women of all backgrounds, body types, abilities and aspirations deserve the opportunity to participate comfortably in water sports” (NIKEswim.com) 

Brandnation was tasked to launch NIKE’s Victory Swim Collection. NIKE’s innovative swimwear collection included tunic tops, swim leggings, and a hijab, for women seeking full coverage without sacrificing movement and to start a conversation around modesty and inclusion. 

The Agency wanted to bring to light the barriers faced by Muslim women in relation to sport, with a focus on swimming. NIKE’s new powerful performance swimwear was a brilliant starting point for this conversation, working with a powerful grassroots partner such as The Muslim Sisterhood. Working with Media and influencers, Brandnation highlighted this collaboration, and the issues they were addressing together – as the partnership explored how clothing impacted the accessibility of sport for Muslim Women, and how this affected NIKE’s Victory Collection design processes.  

WHAT WE DID

Brandnation delivered an intimate panel talk in Central London, hosted by NIKE’s ambassador, Nesrine Dally. The panel talk was supported by the Muslim Sisterhood and a panel of influential, high-profile Muslim women, who worked across sports and creative industries. The conversations at the event provided a powerful insight into what the barriers were to swimming, the importance of modest clothing, and what the collection meant to them.  

The event was a momentous success, with over 40 high-profile Muslim influencers and journalists in attendance virtually and face to face from the UK’s most premium titles in attendance. Press attendance included journalists from Grazia, Cosmpolitan, Hypebae, Azeema Magazine and The Telegraph. The Agency also ensured the event was streamed live, and it was attended by a global audience (including the USA).  

RESULTS

The NIKE Swim panel talk was a passionate and thought-provoking event, which delivered extensive social content across all relevant channels, and news features in national and consumer titles.  

Brandnation delivered yet another powerful campaign and message for the Nike Swim brand. Their passion, tenacity, and creativity are exactly what’s required to keep our brand relevant and engaging new and existing audiences.” – Brand Manager, Nike Swim. 

The Agency secured widespread earned media, across national, digital, and consumer titles. The NIKE Victory Collection launch was featured in titles including Glamour, Metro, HypeBae, The Independent and Marie Claire. 

Journalists from women’s magazines and influencers wanted to learn and hear more, highlighting the need and desire for education on cultural challenges, as were presented in the panel talk. The Muslim Sisterhood was available to speak to the media, and as a result, the agency secured interview features that exceeded KPIs.  

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