Everything that "daring" means for a girl is in her mind, in her heart, in her legs. In her Nike Free shoes. Who dares is Free. Daring is the first step towards freedom.
"The freedom to be everything I want." The spirit of female freedom cannot be confined to a single image. It must be told in multiple ways, each different from the other, each capable of becoming an icon in which every girl can recognize herself.
Because within every girl, there can be infinite girls. We asked 3 different street artists to tell us what "daring" means to them. 3 ways of being; 3 personalities, with different sports interests and skills; 3 ways in which we shaped their stories through:
print and billboard campaigns; editorials; retail channel. They are the 3 ambassadors of daring in all Nike Women events.
The campaign was composed of multiple parts:
• A special execution on three Nike retailers: Nike Termini in Termini Station, Rome, illustrated by Panfilia a.k.a. IThinkP; Nike Milano, on Corso Buenos Aires, Milan, illustrated by Alice Pasquini; Nike Stadium, the Nike concept space on Foro Buonaparte, which underwent a re-fit in occasion of the campaign launch on 20th February 2010, that also presented the illustrations of Giovanna Pistone and Camilla Falsini.
• Urban. A seeding operation that took place in the city of Milan and that consisted of placing the Nike Free in some streets of the city centre, accompained by Alice Pasquini's illustrations.
• Outdoor. A double billboard in Corso Como, Milan, displayed an image of the campaign with Doriana Lelpo as protagonist, for 15 days. Based on this image, an illustration was created that saw, for two consecutive days, a live painting demonstration by Alice Pasquini, under the surprised and intrigued eyes of the passers-by.
• Virgin Tour. A tour inside the Virgin gyms, a Nike partner, to let the target audience test the new shoes. During the "Free Fusion" masterclass, a training program made specially by Sayonara Motta (Nike trainer) to show off the shoe's potential.
• A special execution on three Nike retailers: Nike Termini in Termini Station, Rome, illustrated by Panfilia a.k.a. IThinkP; Nike Milano, on Corso Buenos Aires, Milan, illustrated by Alice Pasquini; Nike Stadium, the Nike concept space on Foro Buonaparte, which underwent a re-fit in occasion of the campaign launch on 20th February 2010, that also presented the illustrations of Giovanna Pistone and Camilla Falsini.
• Urban. A seeding operation that took place in the city of Milan and that consisted of placing the Nike Free in some streets of the city centre, accompained by Alice Pasquini's illustrations.
• Outdoor. A double billboard in Corso Como, Milan, displayed an image of the campaign with Doriana Lelpo as protagonist, for 15 days. Based on this image, an illustration was created that saw, for two consecutive days, a live painting demonstration by Alice Pasquini, under the surprised and intrigued eyes of the passers-by.
• Virgin Tour. A tour inside the Virgin gyms, a Nike partner, to let the target audience test the new shoes. During the "Free Fusion" masterclass, a training program made specially by Sayonara Motta (Nike trainer) to show off the shoe's potential.
Seeding@Milan
Alice Pasquini@Nike Baires
Gio-Camilla@Nike Stadium
IthinkP@Nike Termini
