Emily France

I was inspired during my Marketing placement for a football team and combined this knowledge with my personal interest in sports. The Nike Breathe app focuses on fitness from a mental health, community and a wellbeing perspective. My re-brand for Nike changes the fitness narrative; becoming more inclusive, promoting mental health through an innovative app. Through rebranding, Nike’s image appeals to a wider cross-section of the potential consumer base and will help challenge how sportswear and working-out is represented in the media; becoming more holistic, less ‘alpha’ aggressive and emphasising the connection to wellbeing and mental health.

During lockdowns searches for home workouts increased by 90% in Spain and 60% in Italy as well as a growth in searches for wellbeing and mindfulness. A growing trend of consumers wants meaningful support and initiatives from brands. Despite Nike holding the largest market share of the global apparel market, 75% of consumers have tried different stores, websites, or brands during the pandemic. In response I created a marketing campaign that offers a supportive community for Nike consumers.

Another inspiration is the growth of discourse around mental health. When looking at fitness influencers, there is a specific lack of male influencers who had spoken about exercise from a positive, mental health point of view. A study published in June 2019 found that 22% of men aged 18-24 reported muscularity-oriented disordered eating. The app offers a welcoming, ‘safe space’ that appeals to, and engages with, all genders, ages and ethnicities who want to focus on the link between body and mind.