By age 14, girls are dropping out of sports at 2x the rate of boys. Committed to keeping girls in sport, Nike developed a city-wide initiative to inspire and train the next generation of female athletes.

Nike Legacy Summit is designed to provide NikePlus members with a community of role models that will serve as the foundation for the next generation of female athletes. Inspired by Serena William and Nike’s Dream Crazier campaign, we crafted a dynamic visual language to empower a youthful demographic pledging their recommitment to sport.

Counting down to the summit, Nike Legacy Tour Bus visited over 20 college campuses to remind girls why they need to stay in sports. Prompting engagement in the movement, locker doors posed questions such as “Are Girls Less Active?” and revealed stats as they were opened.

Messages from JDI Captains invited girls to become coaches; those attending the Nike Legacy Summit sign and tie a wish ribbon to the installation as a symbolic gesture to their pledge. The mobile, interactive exhibition generated ample online sign-ups and shareable moments across social channels.

Dreamscape Art Installation

To introduce the experience that will urge young women in LA to “dream crazy”, we open the Nike Legacy Summit with the JDI Crazy Dreamscape: a surreal combination of soccer, tennis, and basketballs uniting girls through sport.