Last night Nike hosted an exclusive exhibition at Niketown, London. The exhibition of artwork and athletes is part Wieden + Kennedy’s ‘Here I Am’ campaign, which aims to inspire women to fall in love with the buzz of doing sport.
The exhibition is fuelled by the launch of W+K Amsterdam's Nikewomen‘Here I Am’ Athlete Book which features 22 young international female athletes. Each chapter is a visual interpretation of an athlete’s journey, highlighting the confidence and strength they have gained through sports.
At the launch there was a Q&A with some of the athletes featured in the campaign and representatives from Nike and W+K.
The thinking behind the campaign is Nike's belief that girls and women should realise the importance of sports, and the positive impact sport can have on their lives.
In the UK, Nike has been working at a grass roots level for the past two years, supporting and creating community dance classes within South East London and dance “empowerment” days within London schools designed to build confidence and self esteem amongst teenage girls.
W+K Amsterdam has developed a series of films based around the stories of some of the athletes featured in the book. Here are a couple:
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