Give sport was built around a simple truth: game energy doesn't only exist when you play. It lives in the warm-up, the crew on the sideline, the buzzer-beater felt from the couch, the fit that carries the day. For a youth audience already living at the intersection of sport, culture and style, the line between performance and lifestyle is already gone, so the season leaned into both at once. Their game can't be put in a box, so we put their game in a box.

Working end to end with Nike's North America Digital Studio, we led positioning, copywriting, strategy, shoot planning, and photo and video creative direction across Running, Training, Basketball and Lifestyle. A Winter Arena treatment of cold air, visible breath, and a Winter Blue through-line kept the campaign feeling like sport, not like Holiday. We managed post from select through final delivery, holding a single look across paid, social, CRM, .com and in-store. A Holiday campaign that looks like Nike, not like Holiday.

Featuring Athletes: RAE BURRELL, TYRAN STOKES, BRANDON MCCOY

Client: Nike NA
Photographer: Juanita Richards, Willie Jane
DP: Chuck Owens
VP Creative Nike: Zarna Surti
Art Director Nike: David Zavertnik
Creative Director SMB: Eric Duvauchelle
Art Directors: Grace Potts, Sofia Villareal
Editors: Deyen Smith, Lynn Bousquet
Audio: Neverhome Music
Retouch: Silhouette
Styling: Jenna Happala