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NIKE x CHEERLEADING
Gaining Cheer respect as an Olympic standard sport
Problem
Cheerleading is a serious & growing sport!
But people don't know what Cheer is, they only know what Cheer was.
Insight
The sparkles and bows hide how multi-disciplined and extreme cheerleaders are.
Strategy
Cheer's evolution demonstrates a powerful "from nothing, to something" story that resonates with sports fans.
Solution
Cheer has Changed.
#notonthesidelines
Cheer is not on the sidelines of other sports, it's the main event.
By pairing with Nike and taking a real approach to what cheer is, where it has come from and where it's going - we want to change the perception of cheerleading and excite the public for it to be in the Olympics 2028.
INITIAL RELEASE POSTERS & SOCIAL MEDIA
INITIAL ENGAGEMENT
USING #cheerhaschanged ATHLETES AND CURRENT FANS OF CHEER WILL SHARE STORIES AND EXPERIENCES OF WHY CHEER IS A LEGITIMATE SPORT!
THESE REASONS WILL BE TAKEN TO THE OLYMPIC COMMITTEE TO CHANGE CHEER'S STATUS FROM PROVISIONAL TO PEMANENT.
WEBSITE & APPAREL
YOUTUBE
NIKE CHEERLEADING CHANNEL WILL BE INTRODUCED TO YOUTUBE
SHOWING COMPETITIONS, BEST SKILLS AND ABOUT ATHLETES.
THIS WILL ESSENTIALLY DISPLAY THE TRUTH OF CHEER WITHIN THE CONTENT AS MANY OF THE ATHLETES SHOWCASED WILL BE BOYS OR NOT YOUR TYPICAL CHEERLEADER.
RECRUITING ATHLETES AND FANS
POSTERS IN OTHER SPORT SETTINGS ARE CHEEKY BUT RELATE THE EXCITEMENT OF OTHER SPORTS.
CHEER OLYMPIC WARM UP
JUST BEFORE THE OLYMPICS IN THE SUMMER OF 2021, NIKE WILL PUT ON A CHEER OLYMPIC WARM UP EVENT IN LONDON'S OLD OLYMPIC STADIUM.
CHEER TEAM'S FROM ALL COUNTRIES WILL BE INVITED, AS A WORLD CHAMPIONSHIP EVENT WILL BUILD HYPE FOR CHEERLEADING AND IT'S OLYMPIC DEBUT
NIKE WILL COVER THE EVENT ON THEIR YOUTUBE!
Yasmin Spencer & Lizzy Marshall
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