NikeCourt 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. ​​​​​​​
Over 1000 assets were created.
Different segments all linked in one ecosystem.
The content stretched beyond just @Nikecourt’s main Instagram account to other relevant channels and platforms - @Nike, @Niketraining @Nikewomen, Nike App, NTC App,, plus the athletes themselves. We tailored content from the main narrative to speak to specific audiences working together with established partners to draw more audiences.
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