How to get young girls aged between 17-22 interested in sport:* Help find a way to improve the perception and profile of Nike’s up andcoming female athletes in the media* Help turn them into aspirational role models for young women: currently sosadly lacking in the media today

Role models need to be aspirational...yet attainable. Current image offemale athlete is not desirable – they’re unfeminine machines sacrificingall for their sport.We needed to put the focus on sport as a fail-proof road to confidence, a strength that is sadly lacking, but highly desired, in our audience’s lives.We wanted to use art and design as means of access into the glossies/fashion mags, where existing role models are cultivated.We needed to humanise the athletes and thereby make them relatable – tell their story whilst not minimizing their achievements.We created a limited edition coffee table book containing 22 illustrated stories of confidence and distributed it to PR initiatives (building much-needed media recognition for the athletes).We anchored the campaign in a single statement, 'Here I Am’, the ultimaterallying cry of confidence. The 'Here I Am Stories’ book is a celebration of22 unique journeys to inner strength.With the cover art, we played with the anachronism of the illicitpin-up. It reflects the fact that sport is a conduit to confidence and themindset that being an athlete can be the sexiest form of femininity.The chapters inside were the result of 4 writers, 8 art directors and 20designers interviewing each athlete and then creating designs and storiesbased on their individual histories and personalities.

The collection of illustrated stories then spun out into art exhibitions in galleries Europe-wide and in Nike Town London.5 of the stories became animated content films seeded across the web along with banners which drove women to nikewomen.com to find clothing, training regimes to suit, and the rest of the 22 stories were made interactive.Traffic on nikewomen.com more than doubled, thousands of articles were generated about the campaign, the athletes and the new Here I Am movement. Art exhibitions based on the stories spanned across Europe from Paris to London to Barcelona showcasing the artwork and athlete stories.