Salix Creative - Nike Women

Nike Women

In order to reach a younger consumer, Nike Women created a new category called Fitness Dance. It was an entirely new direction for the company, and it required an entirely new brand voice to go with it. Starting with the line “Rock Your Workout,” I created copy for all facets of the launch, including catalog, digital and retail environments. The Fitness Dance initiative was an instant hit, and inspired female consumers across the globe to bust a move.

Sample Copy

Rock Your Workout

Chances are, you were dancing long before you knew it was good for you. Well, dance diva, now you can take center stage at the gym, because from Hip Hop to Latin Jam, fitness dance classes are the hottest new way to break a sweat. (Not to mention a great way to mix up your workout routine.) To help you get your groove on, we’re introducing a new fitness dance collection that’s made to move in the studio and beyond.

Of course, we don’t want you all dressed up with no place to groove, so we’ve created the Nike Rockstar Workout by professional choreographer Jamie King. Mixing his signature moves with all-new material, Jamie’s created a funky, fast-paced cardio class that’s all about attitude. Look for the Nike Rockstar Workout at a Crunch Gym near you, or check it out at nikewomen.com. Then get ready to move like the star you are.