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2022 Next Creative Leaders Work - NCL Work

Nike Women Instazine

Agency Stephanie Gwee

Client NCL 2022 | Stephanie Gwee


NCL 2022

Annual ID


Project Type

BBH Singapore

Client Name

Client URL

My Role in This Project
Lead Copywriter on the project

- Conceptualised the magazine format, and wrote the copy for all Instazines
- Was heavily involved in the selection process of the athletes, pushing for diversity of representation across markets, races, gender identity
- Interviewed all the athletes to accurately tell their story
- Actively pitched the Instazine format to Nike Global, to turn it into a global roll-out to keep telling the stories of female athletes

Project Description
Nike Women Instazine:
Smashing stereotypes with a new publishing format.
If the media doesn’t celebrate female athletes, social media will. Meet a new way of using social media to tackle gender imbalance in sports reporting.

In 2019, Nike found that women were only given 2% of coverage in the media. This imbalance furthers the stereotype that the professional sports arena is not really a woman’s world. Nike wanted to tackle this head-on, and make sure the next generation of female athletes know that they have a place in sports.

So we looked at a media that they are all on - Instagram. We used all functions of Instagram to tell stories of professional female athletes who dominated in so-called '“men-only” sports. And combined the traditional magazine publishing format with the real-time interaction that only social media provides, to engage with the Gen-Z audience in the most meaningful and fresh way.

The Nike Instazine brought in 500 million views, and gave young girls new sporting heroines. It did so well that the Instazine format has been deployed globally for Nike.

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