The Brief
What we walked into.
Nike wanted Gen-Z runners to see the brand as part of their daily ritual, not a once-a-year launch moment.
The Work
What we built.
Rico Vibes anchored a 21-day streak challenge with a duet-able format, milestone drops, and a leaderboard that lived natively in-feed. We produced 40+ assets in our studio in two weeks.
How it came together
The process.
Ritual design
Reframed the brief from a launch moment into a 21-day daily streak the audience could build a habit around.
Studio sprint
Produced 40+ duet-able assets in-house in two weeks, anchored by Rico Vibes and a milestone-drop calendar.
In-feed launch
Shipped a native leaderboard so the challenge lived inside the feed, not behind a microsite nobody visits.
Hold the community
Kept the streak alive past the campaign window with always-on prompts, sustaining entries after paid stopped.
The Numbers
Where the receipts live.
We came for the reach and stayed for the taste. They protect the creator and the brand at the same time — that's rare.
Credits
- Client
- Nike
- Creators
- Rico Vibes
- Shipped
- Oct 2025
