To take on climate change, Nike was ready to step up its efforts with a new sustainability platform — Move to Zero. From this vision, we helped develop the communications strategy and voice of the movement, building credibility among thought leaders in the intersecting worlds of fashion and sport.

Challenge

Position and roll out a new sustainability initiative for one of the world’s most beloved brands.

Impact Strategy

Purpose Platform Positioning
Messaging Strategy
Roll-out Plan

Impact Storytelling

Video content
Digital content
Event Design and Production

At Nike, we believe that climate change is the defining environmental issue of our generation because the reality is if there’s no plan, there’s no sport
Noel Kinder

Nike’s Chief Sustainability Officer.

Overview

As one of the biggest brands in the world, Nike was eager to join the sustainability conversation. Climate Week 2019 provided the perfect opportunity for the brand to step up, unveiling its new platform, and signal to the world its preparedness to be an industry leader in the fight against climate change.

Move to Zero, Nike’s journey toward zero carbon and zero waste to protect the future of sport, needed to be brought to life in a smart, relevant and credible manner. To do so, they needed a roll-out plan and messaging strategy that was ambitious as the vision itself. One that needed to not only ensure their perspective and approach resonated with the public, but also to galvanize their employees to kickstart the effort.

Just Do It Day

Move To Zero

We started by onboarding Nike’s 70,000 employees to Move to Zero through a film on the company’s “Just Do It Day.” Next, we created a series of events that focused on industry accountability, circular design, and pro athlete commitments during a takeover of their New York City headquarters during Climate Week 2019.

Move to Zero was launched to an industry audience through creative product storytelling that leveraged climate science data and athlete voices to illustrate the link between climate change and the future of sport. The event and platform website together created an avenue for Nike to communicate its vision and progress to the world.

collaboration

Changing the World?
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