ABOUT

Running is the soul of Nike, but it needed to grow its share with young female runners, choosing max-cushioned shoes.

With the launch of the 'ultimately comfortable' Vomero 18, we had an opportunity to get in her path.

The insight:
In a hyper-curated world, young female runners crave content that shows relatable women pushing their limits and embracing vulnerability.

Our idea:
Launch a running content series that turns up the intensity and the honesty.

Introducing ‘Comfort Zones’ — the show where the shoes are comfortable but the questions aren’t.

At the heart of the series is Becs Gentry, elite marathon runner and Nike+ Run Club Coach – a pillar of the global running community.

Each episode Becs is joined by a culturally relevant guest—Quenlin Blackwell, Enya Umanzor, Ariana Greenblatt, and Jordan Chiles. Together they lace up their Vomeros and go for a run.

At regular intervals Becs hits her guest with uncomfortable questions —bringing out inspiring and hilarious stories of personal growth, self-belief, and resilience.

To support Comfort Zones we produced a digital look book that positioned the Vomero 18 as the essential foundation of every running fit.

Invited Nike brand fans and running influencers to put the shoes to the test—sparking a wave of authentic, fan-driven Vomero 18 content.

And launched a Strava challenge to encourage people to break out of their own comfort zones.

Content Strategy, Creative Concept, and Art Direction Invisible Dynamics. Production by Invisible Productions.