Nike uses TikTok to tackle gender equality through dance moves
Around 55% of young women in Milan don't play sports because of conservative attitudes towards female athletes, according to Nike.
To encourage more women to take up physical exercise, Nike partnered with TikTok, a short form video platform where many young women post and share dance moves.
The brand teamed up with female Italian athletes, including the boxer Federica Monacelli, basketball player Olbis Futo Andrè and footballer Benedetta Glionna, as well as Milan’s top TikTok personalities like Martina Picardi, Kessy & Mely and Virginia Monte Maggi.
The athletes and TikTok stars worked together to create dance challenge videos inspired by boxing, basketball and football – three of the most male-dominated sports in Milan.
Body image for Dance Dance Revolution
The dance routines were labelled #TheShadowboxer, #BasketBeat and #LighteningFeet. The 15-second dance videos were promoted on TikTok and the social feeds of Nike's influencers.
Results / According to the agency, more than 46,000 users responded to Nike's dance challenge with their own dance videos on TikTok. The campaign also resulted in 150,000 social media mentions, a combined 100m views and 540k+ likes for the three videos and over 300 media articles have been written including the featured athletes appearing on the cover of Corriere della Sera - one of Milan's most conservative papers.










