Nike’s new global platform, Play New, launched in France, targeting young Parisienne women with a mission to redefine their perspective on sports. Recognizing that these women often view sports as an additional daily stressor, Nike sought to position it as an enjoyable personal activity for mental health and pure fun.
The campaign focused on authenticity, engaging Kourtrajmeuf, an all-female creative collective, and local musicians to truly capture the Parisian spirit. Celebrating the everyday athlete, it highlighted how sports can offer a reprieve from life’s pressures and deliver joy. Each story, rooted in actual quotes, was transformed into unique content by Kourtrajmeuf – a campaign by Parisiennes, for Parisiennes.