Nike app
How Nike’s annual bra donation keeps girls in sports
Company
AnalogFolk Amsterdam
brief
interview 1
interview 2
Role
Area
Senior Copywriter
App content
Scope
Interview two female coaches who distribute the free bras to demonstrate the impact it has on their pupils’ performance and their confidence
Tell a holistic story across the Nike apps about the Stronger With Support global bra donation
insight
50% of girls reduce or stop playing sports when they hit puberty because of breast discomfort
And while a sports bra is the obvious solution, young girls lack the agency to acquire one as parents are in control of if and when they can wear one. Once they arrive at the moment of purchasing a bra, this often comes with an unexpected price tag, plus the embarrassment and discomfort of a changing body.
Nike’s annual bra donation through the Stronger With Support program aims to highlight and combat some of the stigmas around wearing a bra for young girls. I interviewed two coaches who are on the receiving end of this donation to capture the real-world, positive impact this has on their pupils.
Boosting body image in Soweto (SA)
The pupils of coach Ellen in Soweto (SA) face different challenges in the townships that discourage them from staying active: safety concerns, chores and technology.
Additionally, many of her pupils grow up without a mother. And without this pivotal role model in their lives, girls often face body image issues when they hit their teens. Ellen tries to instill body positivity by talking about self confidence and loving your body at the start of each class. And the added physical support of a sports bra gives them the confidence boost needed to build their self esteem.
Mobilising the next generation of athletes
After a successful football career, coach Eartha (UK) continues to share her love for sports as a PE teacher.
But similar to her and her friends when they hit puberty, she saw young girls dwindle out of sports due to a lack of access to sports bras. Eartha has made it her goal to ensure sports bra are listen as an essential item on the uniform list in the UK. She has witnessed that once girls notice the physical difference, they’ll start to enjoy sports again which creates healthy habits they’ll take into adulthood.
