Nike Swim X Nike - Learn To Swim Programme

In partnership with Nike London, I delivered the rollout of a four-week swim programme designed specifically to build confidence and foster a more positive relationship with sport for young women aged 18–24. Created in direct response to identified barriers around swimming, the initiative offered a safe, community-led experience to support women at every stage of their swim journey. Additionally, it deepened Nike Swim’s connection to an underserved audience, reinforcing the brand’s role in removing barriers to sport.

Execution was supported with Nike athletes Nesrine Dally and Alice Dearing as swim mentors, offering expert guidance and encouragement throughout. Community stories and real-time participant content fuelled further engagement across Nike’s channels, amplifying the programme's impact beyond the pool.

The programme was oversubscribed, evidence of real appetite among an audience the sport had underserved. Its impact showed most clearly in the women themselves, in week one they wrote down how they felt about the water, and in week four they wrote again. The shift was consistent, nervous and scared became confident, excited, powerful, strong.