Knowing what you do is one thing—knowing why you do it is everything.

At the end of 2020, following a year that had paused much of the world, the challenge was clear: how do you inspire people to move again, not for superficial goals like pounds lost or inches gained, but for something deeper? 

The insight was simple yet profound—what separates those who achieve their goals from the rest is a mindset rooted in purpose, a clear understanding of their why.

This became the foundation for a strategy that aimed to redefine fitness culture. The idea was to encourage people to look beyond traditional goals and uncover the true reasons that drive them to move—their personal why.

To bring this to life, a powerful global campaign was created. A hero film captured the whys of some of the world’s most inspiring athletes, including Naomi Osaka, Marcus Rashford, Kevin Durant, Sabrina Ionescu, Simone Manuel, Leo Baker, Caster Semenya, and Ibtihaj Muhammad, as well as Nike Master Trainers and everyday athletes. These stories showcased the challenges and triumphs of movement, reminding audiences that purpose fuels resilience and commitment.

The campaign launched globally, with placements across digital, broadcast, and high-impact out-of-home in cities like New York and Los Angeles. But the strategy didn’t stop at inspiration—it offered a roadmap.

A seamless journey was created for audiences to explore their why through interactive content in the Nike app, guiding them to take actionable steps. From introductory runs in the Nike Run Club to custom workouts in the Nike Training Club, people were empowered to move with purpose, even while navigating the constraints of lockdowns.

By focusing on purpose rather than performance metrics, this campaign redefined how people approach fitness. It ushered in a new way of thinking—one that embraces movement not as a means to an end, but as a meaningful journey driven by personal purpose.