Getting the most inactive generation ever to move together with Nike Kids

Europe is in the middle of an inactivity crisis and Gen Alphas are expected to move less than any generation ever. Looking to understand this important and complex problem, Nike Kids wanted to hear the voices of children themselves. During the course of the project, I had the privilege to listen to brilliant young Europeans, their parents, and activity experts on how to best approach sports participation and physical activity in the future. The research findings and strategic recommendations informed Nike Kids' new communication strategy with Wieden+Kennedy's campaign "You're It" as the first campaign to roll out based on the work.