Nike has launched a digital space for teenagers called ‘Nike Teens’. It’s a female-skewed digital zine that encourages curiosity, enables community and celebrates sport as a playground of infinite possibility.

The destination has been designed in partnership with agency, R/GA, to create a space for teens where Nike can encourage and inspire them to be themselves; explore new sports; and learn from role models who are their age and are going through the same experiences as they are, such as Nike athletes including Fleur Zwartkruis and Issey Kyson. The platform aims to act as a touchpoint for teenagers across all parts of Nike’s digital ecosystem. 

The platform is live across EMEA, and will be continuously updated and evolve into a key space for the community to grow over time. Additional global market roll outs are scheduled over coming months. 

R/GA was brought on to help solve the challenge that Nike currently had no dedicated digital space for teenagers, and was asked to create a platform that empowers her to be a forever athlete, creating a lifetime relationship with sport and Nike. 

The experience also launches with bespoke content, such as dance stories, educational articles, style inspiration and ‘day in the life’ stories created by teens, for teens. Additional content partnerships will also be rolled out as the platform evolves. R/GA also mapped the teen experience across Nike.com, looking at the different entry and exit points to the Nike Teens landing page.

“Teens are a tricky group to get right,” said Nick Pringle, Chief Creative Officer R/GA EMEA. “We’ve embraced the messy, moody, exciting reality of growing up, and designed the Nike Teens experience to be inclusive, uplifting and, most importantly, real. We’re very happy to see such purposeful work rolled out on such a scale at Nike.”