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FA25 Future Runway
Introduction
In Fa25 we introduced the New Icons for HER in EMEA: Air Max Muse and Air Superfly. Born from sport and reimagined for life.
Our focus was sharp: Elevate EMEA Front Runners.
It’s all about those who set the pace, not the ones who follow it.
air max muse
1.5k
units per week
81%
FPR
air superfly
500
units per week
100%
FPR
Strategy & Approach
Position Air Max Muse & Air Superfly as Future Icons for Her
1.
Elevate EMEA
Front Runners
2.
Inspire her with a new expression of sport x style
3.
Be where She is, authenticate on the ground
1. Elevate EMEA
Front Runners
Tyla x The Face
With Global superstar and Front Runner Tyla featuring in the global campaign assets, we took the opportunity to kickstart the energy early in July, when Tyla performed at Danish festival Roskilde. Partnering with The Face magazine, we focused on building momentum and visibility for Tyla as a Front Runner in 10 Things to Know about Tyla and on our @nikesportswear IG with a carousel of backstage assets with Tyla.
With Tyla organically opting for the Veneda Carter Air Max Muse, the energy around the moment grew as Veneda reposted the content to her own IG, resulting in elevated engagement and traction.
1.3M
Impressions
1.97%
Engagement Rate
+100% vs benchmark
230k
Reach
EC25
We showed up during the biggest sport moment of the summer, elevating Front Runners in football across the most visible & relevant touchpoint for our consumers.
![GRACE-V5[84]-(glissés).gif](https://static.wixstatic.com/media/f8858a_34cbfdf546f141d2bb562e97c8b2a48b~mv2.gif)
FFF x Gazette
Elisa De Almeida
Grace Geyoro
Leah Williamson x Wonderland Magazine
FFF x Chez Sally Podcast
We brought our Front Runners Elisa & Grace in conversation with the most relevant podcaster & creator in France.
30K
Views on YouTube
i-D partnership: Front Runners in Conversation
We brought together Front Runners across different disciplines: Rhasidat Adeleke (T&F athlete), Eva Apio (model), Nia Archives (musician) and Fenn O’Meally (director) for a roundtable conversation exploring their personal journeys as Front Runners in their fields and the impact of their collective voices.
We launched the content across YouTube, i-D socials and talent socials.
226k
Views
London: Fashion
East Partnership
With the goal to elevate Future Front Runners, we partnered with fashion incubator Fashion East in London.
Three up and coming designers (Jawara Alleyne, Ashley Williams and HRH) created unique shoe charms which were available exclusively across 2 Nike doors in London during London Fashion Week.
Chloé Caillet
Ibiza Takeover
Anchored around the Smiile Party at Pikes Club in Ibiza curated by Dj Chloe Caillet, the activation included a curated showroom, a Front Runners Lunch and a premium VIP experience at Pikes. Celebrities, DJs, artists, models, and athletes like Ana Furia engaged with Nike products in organic, elevated ways, generating buzz through styling, seeding, and visibility across music, fashion, and culture.
This approach positioned Nike to claim Ibiza’s cultural stage - an open, high-value space no sports brand has yet occupied.
130+
Local & international
tastemakers engaged
8M+
Impressions across earned media & talent channels
Barcelona
During Barcelona’s Festival Season, the city transformed into a global hub of music, culture, and creativity, offering unforgettable experiences for Front Runners seeking inspiration and connection.
Through Spring Ceremonies, the South team created an immersive three-day journey fusing Nike product, music, culinary, and sensory experiences.
Curated by DJs Isabella, Toccororo, and Chloe Caillet, each ceremony transformed a hidden metro space into an enigmatic world featuring Muse and Superfly.
With this, we reinforced our role as a catalyst for creativity and self-expression.
Joburg
Joburg brought Future Runway to life with an editorial of their Front Runners in collaboration with The Manor.
Spotlighting six trailblazing Front Runners, each making waves in their respective industries (sports, fashion, art) - through the lens of our Muse & Superfly. Building on that momentum, the team hosted Sunday Best—a celebratory event that brought together style, great food, and exceptional company to honour these standout individuals in true fashion.
90+
Top-tier local
profiles engaged
4M+
Organic impressions
across IG
Paris
Bringing Paris Front Runners to Rock en Seine festival for an elevated experience.
The activation was a real success and highly appreciated by all the guest who loved the space design, the exclusive presence of hair and makeup artists, as well as dedicated food and beverage stands.
Each of them shared numerous stories (over 30) and/or posts on Instagram, showcasing both the Muse and Superfly they were all wearing, along with the Nike lounge set-up. The assets (logo, experience) were maximized to their full potential, reaching a combined audience of 680K.
Front Runner
Creators Spotlight
A three-part content series by creators who push the boundaries of style & expression.
@superbabekillah
@girlcalledluca
@addidadi
@elenislafuente
@itsantonia
@ppprincesss
@kate.mossi
@alessiagolfetto
30
Creators, authentic connection to sport
90
Total Content Pieces
80/20
Muse/Superfly (%)
Seeding
We seeded 150 EMEA Front Runners in Sport and Culture.
Romane Dicko
Cora Zicai
Giulia Peditto
Lisa Baum
Alexia Putellas
Orane Doumbe
2. Inspire her with
a new expression
of sport x style
Media
In Fa25, our media approach focused on landing Air Max Muse & Air Superfly for the next generation of Front Runners in EMEA.
4.3M
Clicks exceeded planned amount by 128%
697M
Impressions exceeded planned amount by 111%
25M
Campaign reached over 25M new users
Digital Marketing
Leveraging our Nike ecosystem to reinforce our leadership at the intersection
of Sport & Style and generate product lust for Future Icons.
NDDC best sellers
Air Superfly
Metallic Gold
Pleated
suit pant
100%
Sell Through
80%
Sell Through
PDP Visits
/ Bounce Rate
WLP Engagement
2
1
3. Be where She is,
authenticate on
the ground
Nike Stores
Nike Stores landed Front Runners, with a focus on creating new expressions of sport style with impact. Showing up across 31 doors with elevated engage-connect executions across pinnacle destinations: HOI, Oxford Circus, NWL, Milan CVE. We also took over Milan CVE with Attract and pinnacle Engage during Milan Fashion week.
Across selected stores, consumers who purchased Muse or Superfly were given a special shoe charm kit to express their personal style with letter charms and laces.
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+99%
vs Buy Plan
Air Superfly
32%
Sell Through during 1st week of campaign
+18%
vs Buy Plan
Pleated Suit
Partner Marketing
Our partners drove scale for Future Runway by celebrating bold styling and empowering her personal expression, through partner distinctive approach across the marketplace.
Account Extensions
Comms partnerships
with Views and Mad introducing Front Runners.
7.3M
Media Reach
Experience co-curated by Paris Front Runners: Moshikura, Lea Ismaili & Nilusi.
I-D fashion editorial featuring Nike T&F athlete Nia Wedderburn.
Invite only Berlin experience, tailored by 3 Muses: Diana Quatch (Chef/Stylist), Rosa+Jacob (Designer) & Zan (Jewelry designer)
4.8M
Media Reach
Campaign Co-creation feat French artist Salome.
+25%
Sales uplift post
campaign launch
3 workshops in Paris hosted by Salome. Centered around transforming self reflection into bold self expression, followed by after party with Snipes community.
Creation of a bold editorial shoot with Asos that blends fashion-forward styling with creative storytelling.
2.4M
Organic Social Views
75 Front Runners from various Italian style and fashion communities came together for a collaborative event, including Alluson Fullin (stylist) and Matile Pavan (footballer).
9M
Media Reach
Thank you!
KEEP IT TIGHT © 2025 NIKE RUNDOWN
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