Running is the soul of Nike, but it needed to grow its share with young female runners, choosing max-cushioned shoes. 

With the launch of the 'ultimately comfortable'  Vomero 18, we had an opportunity to get in her path. 

The insight: 

In a hyper-curated world, young female runners crave content that shows relatable women pushing their limits and embracing vulnerability.

Our idea: 

Launch a running content series that turns up the intensity and the honesty.

Introducing ‘Comfort Zones’ — the show where the shoes are comfortable but the questions aren’t.

At the heart of the series is Becs Gentry, elite marathon runner and Nike+ Run Club Coach – a pillar of the global running community.

Each episode Becs is joined by a culturally relevant guest—Quenlin Blackwell, Enya Umanzor, Ariana Greenblatt, and Jordan Chiles. Together they lace up their Vomeros and go for a run. 

At regular intervals Becs hits her guest with uncomfortable questions —bringing out inspiring and hilarious stories of personal growth, self-belief, and resilience.

To support Comfort Zones we produced a digital look book that positioned the Vomero 18 as the essential foundation of every running fit.

Invited Nike brand fans and running influencers to put the shoes to the test—sparking a wave of authentic, fan-driven Vomero 18 content.

And launched a Strava challenge to encourage people to break out of their own comfort zones. 

Nike’s Comfort Zones is live now on Youtube. Watch all episodes below. 

Content Strategy, Creative Concept, and Art Direction Invisible Dynamics. Production by Invisible Productions.