Performance anxiety is a problem. Especially for young people. Half of Gen Z, find the idea of going to the gym scary. It's called gymtimidation. And not really that surprising considering the polished lives we're exposed to in our feeds. Our brief was to launch Nike Training gear in Stockholm. But in a culture obsessed with looking and being perfect, how do you make space for training – a moment when you're anything but?
So 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 Stockholmers that real progress starts by, well, daring to suck.
Copywriting: Jessica Watson-Galbraith & Alice Maddock
Art Direction: Alice Sävman & Nils Magnusson
Art Direction: Alice Sävman & Nils Magnusson
