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ASOS, in partnership with Nike, wanted to energise their audience around Nike’s EC24 product range. The brief called for content that would resonate with Gen Z women by blending fashion with fitness and emphasising a sense of momentum, movement, and individuality. The key challenge was to strike the right balance between styled sportswear and authentic lifestyle content that aligned with Nike’s campaign pillars of flow, speed, and motion without leaning too heavily into traditional fitness tropes.
Working directly with ASOS, we developed a creative concept that championed the idea of “everyday energy” styling Nike’s EC24 collection for real life. From high streets to stairwells, we designed visual narratives that captured fluid motion, personal style, and empowered femininity in urban spaces. We selected and cast @minaasimone, a presenter/lifestyle content creator who embodies movement, individuality, and confidence. Our team managed the full production pipeline, including styling alignment, location scouting, and creative execution tailored for high-impact delivery on Instagram Reels.
Total Views: Approximately 85,000
Engagement Rate: 5.2%
Top-Performing Content: The reel showcasing the transformation from a casual daytime look to an elegant evening ensemble garnered over 50,000 views and 1,500 likes.
The campaign successfully positioned ASOS as a go-to destination for versatile fashion, with audience feedback praising the practical styling tips and the featured products' adaptability.
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