Sports has taken a backseat for India’s youth who are busy juggling their ambitions with their social lives. While many see sports as frivolous beyond a certain age or only needed for obvious health benefits, Nike knew that by playing sports one can truly unlock their potential. The goal was to get India’s youth moving again and do so in a way in a relatable way. Our objective was to make sports fun and accessible.

As a first time ever in India, Tinder would swipe right for Nike where 15 Million Swipes happen on a daily basis.

Yuvraj, Shaleena and Raghav would have individual profiles on Tinder which is synonymous today among teens who ‘swipe right’ or ‘swipe left’ on profiles. When 2 profiles ‘swipe right’ for each other, Tinder connects them to take the conversation forward. With this mechanism, those swiping right for any of Nike’s influencers would get to know more about them (bio & pictures) and receive a personal message inviting them to start their fitness journey (including the Nike+ Run app).

Among Tinder profiles, Nike’s influencers would appear like a regular profile, using user’s genuine interest to start a conversation around running.