In Brazil, black women are constantly pushed back through a triad of descrimination: gender, race and class. 2020 was a difficult year for the black community in general, but in Brazil black women suffered serious consequences when it comes to mental health and perception of self-image. So during the Black History Month, Nike teamed up with the dance group Turmalinas Negras and superstar singer Ludmilla to reconnect women with the ancestry of black culture, through the most permanent cultural link with the past: African Dance.

Nike asked us to promote the new collection Icon Clash, made to gear the women pushing the Brazilian black culture forward. But in Brazil, black women are constantly pushed back, in a triad of descrimination: gender, race and class. Inspired by the African saying that "We must connect with our roots, to achieve our full potential as we move forward.", we reconnected women with their ancestry.

Dance Awakening is a timeline that rescues the ancestry of black culture in Brazil through dance. For the first time, a dance routine was housed inside the NTC app.

Through exclusive content, artists unveiled the meaning of the 6 movements and taught everyone how to perform them. Transforming NTC into an ongoing e-commerce, e-entertainment and e-learning platform for self-awareness and empowerment

In a national context where discrimination undermines black women’s potential, we decided to take a different path to launch The Dance Awakening, by giving relief in the middle of kaos for the black women who were tired of not being heard and care. Instead of launching the new Icon Clash Collection we decided to add value to our collection: transforming Nike Training App into an ongoing e-commerce, e-entertainment and e-learning platform for black women self-awareness and empowerment.

The Nike training app helps improve the shape, stamina and self-esteem. This time, our video content was planned to reconnect women to the ancestry of black culture revealing unknown meanings behind dance moves. Through this content, we transformed the app into an e-learning and e-entertainment platform.

Dance Awakening is a timeline that rescues the ancestry of black culture in Brazil through dance. For the first time, a dance routine was housed inside the NTC app.

Through exclusive content, artists unveiled the meaning of the 6 movements and taught everyone how to perform them. Transforming NTC into an ongoing e-commerce, e-entertainment and e-learning platform for self-awareness and empowerment. The project was launched and pushed by media during Black History Month. But it will be kept alive for the generations of black women to come.

During The Black History Month Nike teamed up with the dance group Turmalinas Negras and superstar singer Ludmilla to launch a dance routine housed on NTC app that reconnected black women with their ancestry and their culture with the most permanent cultural link with the past: African Dance

By mixing ancestry with pop culture the momevents on the NTC App soon moved the entire country.

Impact: 5.3M impacts ; 1M organic views

Reach: 16 M impressions

Impact: + 20 K NTC App Downloads