In January 2019, Nike Women launched the brand anthem “Nulla può fermarci” (Nothing can stop us) to inspire women both in sports and life. The national campaign needed local activation to involve consumers on a deeper level. 

We curated the launch through a three stage project. 

We brought a “Gurls Talk” to Italy for the first time, inviting its founder Adwoa Aboah to a private meet-up with the campaign’s main testimonial Bebe Vio and other relevant female figures of the Italian scene. Among them the National soccer team’s captain Sara Gama, model and actress Matilde Gioli and the athlete Ayomide Folorunso together with press represents from Freeda and Corriere della Sera and a selection of stakeholders and influencers.

The day after we designed, produced and managed a consumer-facing event at Nike’s Milan store which happens to be the biggest Nike store in Southern Europe. There again we hosted Bebe Vio and Matilde Gioli as well as the live performances of Valentina Vernia and Ghali as special guest.

To further extend campaign awareness Nike opted to leave the town a legacy by restoring and bringing to new life one of the most active public dance floors inside Milan’s subway .