Nike

Under Nike, everyone is an athlete. The brand continues to be the voice of underrepresented athletes in forging the next generation of role models. Among other noteworthy partnerships, Nike and Patta, a Black-owned dutch brand reimagined the iconic Air Max 1 through the lens of Black filmmaker Mahaneela, featuring stories that capture the Black British experience.Throughout the pandemic, the brand has also been committed to promoting mindfulness through apps like Nike Run Club and Nike Training Club. This shows how content can reinforce the idea that Nike is a trusted source of inspiration that aims for fitness, but also wellness.

Nike believes in the power of sport to bring out the best in its communities with products that meet individual needs. The most notable instance is the adaptive hands-free shoe, Go FlyEase, intended for people with disabilities and proudly worn by Paralympian Jessica Heims and other US athletes during the Tokyo Games. This year, Manal Rostam, athlete, women's rights activist and Nike running ambassador, expressed her disappointment at the brand's lack of representation of Muslim women. The next morning, Nike responded to her email with a follow-up meeting and an invitation to become the first hijab-wearing model to appear in a Nike Middle East campaign.

During the pandemic, the brand was able to bring all of the global urban running crews together under one roof. The Nike Run Club allows members to share their achievements and motivate each other, while the Nike Training Club offers digital badges and other rewards for following a training programme or logging in regularly. From Headspace series Mindful Runs with Kevin Hart to Nike Live Stores in Williamsburg, Nike has curated various content and services to keep its community connected and running.