Task:
Create an experimental, idea for Nike that encourages young girls to get in to basketball.
“ It Starts with the Laces” is a collaboration with the WNBA that celebrates the power of sport, self expression and the legacy of women’s basketball. A concept that's isn’t solely centered around sneakers and basketball. It’s about the moment a girl laces up and steps on to the court—the connection that’s made between her ambition and her confidence.
The campaign is brought to life through an experiential pop-up activation cleverly named “Laces are a girls Best Friend.” Where young athletes design custom shoelace jewelry, turning an everyday piece of their game into a symbol of their journey. The activation is supported by OOH placements, social engagement, and digital storytelling, reinforcing how the smallest moments—like tying your laces—can be the foundation of something greater.
At the heart of the campaign is an interactive pop-up where young athletes can turn their basketball shoelaces into one-of-a-kind keepsakes with WNBA-themed beads and pendants. Think of it as friendship bracelets, but for hoopers. It’s a chance to show off your style, rep your love for the game, and create something as bold as your crossover. Mix and match charms, colors, and laces to make it yours—because every player’s game is unique, and now their laces can be too.
In addition to crafting their own laces, participants will have the opportunity to hear inspiring stories from WNBA athletes and take home a pair of signature WNBA Nike shoes from their favorite player—a lasting connection to the game and a symbol of how small details, like laces, can tie them to something bigger.
Nike x WNBA
Client
Name here
Year
01/01/000