After years of producing at Nike, I was thrilled for the opportunity to get back to creative work as I transitioned into a copywriting role with the Women’s Studio.

In my first season, I was placed on the launch of Nike Dance. The objective was to capture Nike’s developing narrative that acknowledged the athleticism and artistry required for dance and recognize it as a sport.

I was asked to write a video script to capture this narrative. Unfortunately, the protagonist opted for a different direction but the script was praised internally for nailing Nike’s tone of voice while paying tribute to this new territory authentically.

I also wrote content for the Nike app, email, and social. We interviewed a number of dancers including vogue superstar Honey Balenciaga and world renowned dancer and choreographer Parris Goebel. Their words inspired language about their dance journeys bringing authenticity to the work.