Nike Swim X Muslim Sisterhood

In collaboration with London based art collective Muslim Sisterhood, Nike Swim’s Victory collection was reimagined through a bold, culturally resonant brand campaign. Celebrating freedom and joy in the water, the campaign was designed to feel aspirational yet authentic for modest women, reshaping perceptions of modest swimwear.

I led on the strategic direction, partnering closely with Muslim Sisterhood to develop a visual and narrative approach that reflected the diverse expressions of modesty. Through compelling still imagery and film, we showcased a cast from various backgrounds, ages, and abilities, reinforcing the message that modesty means something different for everyone.

Execution was aligned with Nike Swim’s broader brand platform, with assets distributed across owned and earned channels to ensure consistency, reach, and emotional resonance. The result was one of Nike Swim’s most impactful and inclusive campaigns to date.