About the project
Recovery doesn’t have to hurt. Nike challenges the taboo around female masturbation by reframing pleasure as active recovery: a way to relax the body, relieve pain and reduce stress.
Client: NIKE
Year: 2026
Copyrights: Emma Eaton (CW), Melina Zoechling (AD)
OOHs: Teasers
Macro shots of the female body tease the idea of pleasurable recovery post-workout.
Socials
On nikewomen's Instagram, we'll drop statistics that expose how many women are unsatisfied with their current recovery routines, or believe pain is a non-negotiable.
Hero film
A 30-second hero film introduces our campaign, only teasing the product at the very end.
Product release
We'll drop the vibrator online, in stores, and at our live activation on June 11.
Pop-up
Live activations around NYC educate women on the connection between orgasms and active recovery in a discreet way. Private digital screens provide statistics and a tour of the product. The flower-inspired domes hint
at intimate femininity.
Nike Training App extension
The Nike Training app will launch a new category: Nike Release. Users can browse recommended workouts and breathing exercises that can accompany the product.
