Nike Swim - Dive Into Now

Led the creation and rollout of a multi-year, insight-driven 360° marketing campaign across EMEA, rooted in consumer research that transformed insight into a clear brand narrative, built on the understanding that being in the water brings you into the present. We wanted to evoke the feeling of switching off from everything else and being completely immersed in the moment.

I defined the strategy and evolving seasonal messaging to align with both business and brand objectives, while overseeing the creative direction and visual identity to ensure consistency and cultural relevance across all channels. Partnering closely with a creative agency, product teams, and our wholesale partners, we delivered a cohesive end-to-end brand experience that balanced global alignment with local nuance. The campaign was embedded across organisations through a clear way of working, from strategy briefings and sign-off to shared assets and ongoing monitoring and measuring of how Dive Into Now showed up in market.

In its second year, the campaign was recognised with a Communication Arts Award, and distributor adoption was 100%.