Situation: We saw an opportunity to continue Nike's legacy of being the global leader in authentic and inspiring athlete storytelling.

Brief: Build a content series showing what it takes to be an athlete in and out of sport through the lens of Nike's “Athletes are Work in Progress” messaging.

In a docuseries format, we embedded with athlete’s around the world to create the most accurate portrayal of an athlete’s journey by asking them all the same question, “What are you working on?” ​​Aiming to capture unfiltered moments that distill the elite athlete to their human core.

Every athlete is working on something. They are on a constant pursuit of progress. But for every athlete, the journey is different. Some are at the height of their careers, others are just getting started. Some are making wholesale changes to their game, others are improving within the margins. And for some, the biggest challenges they’re facing are away from the field of play entirely. Capitalizing on Nike’s position as the ultimate authority on the athlete experience, we showed how truly individualized that experience actually is, and ultimately reshaped the public understanding of the human side that exists behind it all.

Audience insights: With the continued emergence of social media the audience connects with their favorite athletes through true and unfiltered access.

Community building and management approach: For Nike to bring value in a world where athletes already provide their audiences with unprecedented access via their personal social media platforms, the goal was to execute with scale and build a community of different athletes stories all in a consolidated platform through elevated storytelling.

In 2022 WAYWO content on average generated higher engagement rates than other Flagship in-feed content.

LeBron James Episode: Highest organic video views and impressions of the series and 3rd highest CTR, Lebron’s CTR was nearly 6%. This is most likely due to the athlete’s popularity generating impressions and click throughs. 70% of the the videos traffic came from browse features and 10% from suggested videos.

Nyjah Huston Episode: Right away Nyjah’s content shows him replaying the video of the skateboarding moment he got injured. There was no sound, just his voice and honest reaction to it. Paired with the highly engaged SB audience, his 10-second retention was the highest, beating Shod for the first time in the series, at 86%.