We were tasked to rebrand the @Nike Instagram handle. With 190 million followers to impress, this was a tall order.

As a two-fold offense, we aimed to humanize elite athletes, like (heard of LeBron James?) by highlighting their connection to a social cause they care about. From voter suppression to representation in ballet, these issues bring out a more personal side of these athletes than we typically see in the limelight.

Additionally, we elevated colorful community stories— think a Bolivian female climbing collective or a gender-queer Flamenco crew— from around the world to open the aperture of how we view sport.