Digital Activation
Sportswear
Client : Nike + GoSport
Creative Team : Thomas Grandperret & Valentin Maniez
Creative Director : Fabienne Fiorucci
In line with the debut of Nike's Spring-Summer 2021 Yoga collection, we conceived an entirely digital campaign aimed at encouraging the Nike and GoSport communities to embrace yoga from the comfort of their homes, introducing "Augmented Yoga." This innovative campaign leveraged the power of social media to bring yoga into the digital age, blending tradition with technology.
We collaborated with esteemed French yogis to create a series of Instagram filters that guide users through various yoga poses. These filters, designed with precision and care, place users in augmented reality settings where they can mimic and practice the poses, offering an interactive and immersive yoga experience.
To complement the augmented reality filters, we broadcast live yoga sessions every evening for one week on Instagram. These sessions, led by professional instructors, provided diverse perspectives on yoga practice, catering to all levels from beginners to advanced practitioners. The live classes not only offered guidance and instruction but also fostered a sense of community among participants, uniting them in a shared, virtual space dedicated to wellness and mindfulness.
This digital-first approach not only highlighted the versatility and appeal of the new Nike Yoga collection but also demonstrated our commitment to innovation and accessibility in promoting health and wellness, especially in times when traditional yoga studios may not be accessible to all.