Nike Launches Docu-Like IGTV Series Featuring Everyday Athletes

Nike Launches Docu-Like IGTV Series Featuring Everyday Athletes
Fashion & Apparel

The activewear retailer is aiming to engage a younger audience by featuring inspiring stories of everyday consumers overcoming obstacles to meet athletic goals on its IGTV channel

Rachel Gonzalez
  • 3 december 2018

Athletic brand Nike is bringing content to Instagram‘s IGTV video streaming and sharing platform. Aiming to connect more with everyday consumers by featuring amateur athletes, the content will operate under the title of “My Crazy Dream” and show short-form videos about people on fitness journeys as well as the obstacles they overcome to achieve their goals.

The athletes featured in these videos specifically will not be celebrity sponsors, but rather normal people sharing their lives with Nike’s followers, intended to drive engagement by fostering connection with viewers. Furthermore, by using Instagram’s IGTV platform for this campaign rather than broadcasting on television, Nike hopes to reach an influential younger audience.

 

View this post on Instagram

 

“My crazy dream is to lose 500 pounds.” See @thatbigguy700’s story on our IGTV. #justdoit

A post shared by nike (@nike) on

IGTV has recently attracted the attention of several top brands, as it offers the visibility of an established social media platform in a new way, and can be integrated into larger social commerce marketing strategies. This IGTV activation follows Nike’s several mobile-only campaigns this year, featuring exclusive merchandise and influencer-driven initiatives.

Nike

Athletic brand Nike is bringing content to Instagram‘s IGTV video streaming and sharing platform. Aiming to connect more with everyday consumers by featuring amateur athletes, the content will operate under the title of “My Crazy Dream” and show short-form videos about people on fitness journeys as well as the obstacles they overcome to achieve their goals.

+activewear
+apparel
+fitness
+Health
+IGTV
+Instagram
+nike
+retail
+shopper marketing & promotions
+Social Media
+sport
+Virtual Commerce
+wellness

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