Nike x SKIMS Campaign
Brand Activation & Cultural Marketing Strategy
The first ballet-inspired athleisure line born from a collaboration between Nike x SKIMS, featuring Lisa from BLACKPINK.
Contributed to ideation, strategy, and brand activation concept development for a high-impact global campaign at the intersection of sportswear, fashion, and pop culture.
Strategic Direction: Talent & Cultural Positioning
A key priority was selecting a campaign ambassador who could authentically represent the Asian market while maintaining global relevance.
Contributed to the selection of Lisa as the face of the campaign, recognizing her influence as a global K-pop icon with strong cross-market appeal
Identified a critical consumer insight: SKIMS’ existing product perception—based on Western body standards—did not fully resonate with Asian consumers
Positioned Lisa as a cultural and visual bridge, aligning with regional beauty standards while elevating global desirability
Leveraged her unique positioning as both locally resonant and globally aspirational, strengthening campaign relatability and reach
The campaign’s visual identity further reinforced this positioning, combining an Asian-led cast with a Parisian backdrop, blending global fashion with localized representation.
Context & Expansion Strategy
Following an initial launch in North America and a global moment at Paris Fashion Week, the next phase of the Nike x SKIMS collaboration focused on Asia market expansion with global impact.
The strategy centered on identifying a launch market that could both:
Anchor the campaign culturally within Asia
Amplify visibility on a global scale
Seoul emerged as the focal point due to its position at the forefront of K-culture and its influence across broader Asian markets. With K-pop and Korean cultural exports shaping global trends, the campaign leveraged Seoul as a cultural launchpad for regional and international resonance.
At the same time, Nike aimed to evolve its Training category—traditionally associated with masculine performance—into a space that embraces femininity, movement, and lifestyle, making SKIMS a strategic partner in bridging performance and form.
Execution & Activation Strategy
The campaign was executed on an accelerated timeline—from ambassador confirmation in November to launch in early February—requiring rapid coordination across global teams.
Key initiatives included:
Market Entry Strategy: Focused on Seoul as the primary Asia launch market to drive awareness and cultural impact
Pop-Up Activations: Launched immersive brand experiences in Paris and Seoul, featuring curated environments and programming such as live barre classes
Influencer & Creator Strategy: Activated ~100 VIP creators and celebrities during early access events to generate organic social buzz and exclusivity-driven demand
Content Ecosystem: Developed social and creator-led content showcasing how the collection integrates into everyday wear, extending campaign longevity over a 3-month sales cycle
PR & Storytelling: Collaborated with communications teams to ensure talent messaging aligned with Nike and SKIMS brand narratives
Here, creativity meets opportunity.
