ABOUT

When the world of sports paused due to Covid-19, athletes* everywhere experienced an unprecedented disruption in their training routines. We helped Nike respond with You Can't Stop Us—a rallying cry for everyone to stay motivated, moving, and connected to the culture of sport while stuck inside.

I led a robust team of 15+ writers, strategists, designers, and editors. Together, we formulated, created, and published daily content to help shift Nike Members from resigned to resilient. We did this by portraying larger-than-life figures as real humans dealing with changes in the world and seeking strength just like the rest of us, and by seamlessly integrating brand communication on digital platforms to meet the consumer where they are. From stars like Mj Rodriguez and David Chang to athletes like Alex Morgan and Eliud Kipchoge, YCSU provided a steady cadence of movement, motivation, and hope during a challenging time helping Nike form a deeper relationship with new and current Members.

CREDITS

Art Direction
George Widodo

Design
Bianca Hansrote

Writing
Jay Clarke

ROLE

Creative Director