Nike Kids · Sports Bras
One of
the Girls
Creative Director · Ona Creative · 2023
Bras can be an uncomfortable topic for women — imagine how much more awkward for a young girl with almost no one to ask. For Nike Kids’ first sports bra line, I led photo direction and post-production across photo, app, email, and website. Six sports, six real athletes, each paired with an older ‘big sister’ in her own discipline — research shows girls respond best to a mentor a few years ahead, not an adult authority figure.
I shot each girl in her own sport rather than against a backdrop — including skateboarding and boxing, two sports I love and that girls are rarely shown in. Nike Kids doesn’t usually get this level of investment; here they built a dedicated homepage for the line.
Girls have almost no trusted places to ask about bras — and that gap doesn’t just dent confidence, it pulls them out of sport altogether. For the launch of Nike Kids’ first sports bra line, the job was to make Nike a brand a girl could actually trust: storytelling and education, not a product push.
There is a lot of stigma in being a girl, in sport and out of it — a running commentary on how to look, how to act, how to be, arriving exactly when a girl is getting her wings. We built the campaign on the opposite premise: girlhood is worth celebrating, however she chooses to do it.
The campaign film was directed by someone else — I led the concept, casting and the photography around it.
Every young athlete was paired with an older girl in her own discipline — a big sister a few years ahead rather than an adult authority figure, which is what the research says girls actually respond to. Leela and Briel. Riley and Tiara. Simmone, Arianna and Reilyn.
I led photo direction and post-production across every surface it touched — photography, the Nike app, email, and a dedicated homepage for the line. Nike Kids doesn’t usually get that level of investment.
