Problem
Nike asked us to get the young women of Milan claiming their right to play sport. Because 55% of them weren’t moving - or so we were told.

Insight
We discovered 180,000 young Italian women dancing on TikTok: home of the dance challenge. If they could dance, we knew they could give sports like football, basketball and boxing a try. After all, how different are they?

Solution
Three TikTok dance challenges, made out of sports moves from Football, Basketball and Boxing. A fun, new, accessible way for girls to start their journey with sport, and change Italy’s perceptions that sport isn’t for them once and for all.