Creative Direction & Event Activation - Nike "Trail Talk"
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In the fall of 2023, Nike sought to engage a holistic wellness audience through the rebrand from Nike Training to Nike Well Collective. To bring this vision to life, my production company, SPACES, developed and executed a two-weekend trail series at Nike’s Pasadena location, blending outdoor activities with symbolic storytelling to connect participants with their body, mind, and spirit.
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The event was designed with intentionality:
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Weekend 1: An upstream hike focused on the metaphor of life’s journey, encouraging participants to navigate rocky terrain and choose their paths, symbolizing personal growth and resilience. Along the way, I shared insights about native plants, their significance, and how participants could draw inspiration from their roots. The experience culminated in a guided meditation led by Blair, offering a moment of reflection and mindfulness.
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Weekend 2: A dynamic combination of vinyasa yoga and a trail run reconnected participants with their breath and movement. This pairing emphasized the interplay between mindfulness and athleticism, enhancing the running experience while reinforcing the holistic values of the brand.
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As creative director, I directed the event activities, content production, and storytelling narratives, ensuring that every aspect of the experience aligned with Nike Well Collective’s mission. From crafting symbolic journeys to overseeing the flow of each weekend’s events, I delivered a cohesive and impactful activation that resonated with participants and strengthened Nike’s presence in the wellness community.
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