Jordan Women’s History Month
Role: Writer
Type: Campaign Messaging
Client: Nike at Thesis
The Jordan Brand Women’s team enlisted Thesis to create the narrative direction for Women’s History Month. The brief outlined the importance of legacy, community, and defiance—themes central to Jordan Brand. The goal of the narrative direction was to employ it to directly relate to the campaign’s protagonists: Sally Aguirre of Sally’s Shoes and Fairley Mccaskill, VP of Media Relations and Strategy at a major music label.
Through creative brainstorms, talent interviews, and many iterations between myself and the writing lead on the project, we landed on a concept that emphasized community and courage while positioning the Jordan ethos of defiance from a female perspective. Our protagonists built up monumental careers with success measured by their willingness to give their energy and mentor the next generation.
In addition to defining the narrative, I executed on all deliverables for the campaign, including copy for four dedicated emails, three app threads for the Nike App, three integrated media toolkits, and a .COM refresh.
