For about two weeks last August, the 2008 Beijing Olympics shone a bright spotlight on the world's top female athletes. But what did that mean for young women who were training hard all summer for their school track team? Did they feel a connection to the Olympians? Could they imagine victory at that level? Could they see themselves standing atop the podium, as champions?
Nike created its revolutionary Sister One training shoe to be lightweight and ultra-responsive. But they asked JDK to do more than just create a buzz around the shoe: they wanted help elevating women's sport. They wanted help making that connection.
The Nike Sister One Limited Edition initiative encouraged young women to work hard toward their training goal. Six Olympic athletes from the U.S. and around the world—Hope Solo, Sanya Richards, Diana Taurasi, Maurren Maggi, Jessica Mendoza, and Gulnara Galkina-Samitova—provided a swatch of fabric from their uniforms to be sewn into the tongue of a limited number of Sister One LE shoes. Nike then sponsored a contest, asking the young women why they thought they were worthy to wear one of the special Sister Ones. Winners have been selected by the athletes and will soon have the opportunity to meet their favorite Olympian and receive their shoes.
JDK, in addition to working on other elements of the Sister One campaign, produced a beautiful passport-size, fold-out booklet featuring pictures of and quotes from all six of the Olympic stars.
