Performance anxiety is a growing problem today. Not surprising considering the perfectly polished lives we see online. A whopping 50% of Gen Z non-gym goers find just the idea of going to the gym scary. How can Nike make training feel accessible again in a culture obsessed with perfection?
Sports brands often celebrate flawless, victorious athletes. But Nike believes that if you have a body, you’re an athlete. For the re-launch of Nike Training in Stockholm we created the campaign Dare to Suck. We flipped the performance narrative and celebrated the people who are trying the hardest: beginners. By championing those who show up, fail, and keep going, we made training less intimidating — and reminded Stockholm that real progress starts by daring to suck.
Copywriting: Jessica Watson-Galbraith & Alice Maddock
Art Direction: Alice Sävman & Nils Magnusson
Art Direction: Alice Sävman & Nils Magnusson
