WNBA All-Star Weekend

The ask.

Investment in the WNBA has grown in recent years. The fire these talented players bring to the court is getting attention, both for their skill on the court and their potential to change basketball culture.

Nike recognized this potential. They saw the 2023 All-Star Weekend as a moment to be remembered and sought to create an event that captured this energy. They knew their audience, connected with women embedded in hoops culture, and came to my team for help making this story come alive.

The beginning.

My first step was gathering the team for a brainstorm. As the lead writer, I initiated the exercise with thought starters geared toward uncovering emotional threads our audience might resonate with. Think “empowerment", “community", and “individuality.” The ideas and insights shared during the brainstorm became the foundation for my three campaign concepts.

Each concept offered a distinct perspective, way of reaching each audience, and a sample headline. While all three received praise, the favorite was “Fuel Her Flight.”

The solution.

With the campaign concept approved, my team was ready to dive into production. I adapted the concept pitch into messaging direction to guide my writers on each channel. From there we brought the campaign to life on the Nike App, website, social channels, display banners, and through a robust set of emails and texts. The content also had variations based the timeline, which included preheat, launch, and post-launch moments.