Problem
Turn Nike employees into influential brand storytellers.
Nike needed to modernise and ‘freshen up’ its internal communications to match the energy of its biggest year yet - 2023, a home soil Women’s World Cup year, and the launch of Decade of Her, celebrating women in sport as agents of change.
The goal: Put the women of Nike front and centre, and transform internal comms into an engaging, culturally relevant platform that empowered staff to become brand ambassadors.
Create an internal comms platform that treats Nike staff like the influencers they are. The idea was The Inside Swoosh, a premium internal content series and eDM designed to give Nike employees a voice, turning them into event correspondents and storytellers.
The execution introduced the Field Reporter program, where selected women from the Nike team became on-the-ground reporters, capturing their experiences and insights.
Each story was crafted, shot, and edited with the same energy and tone as Nike’s external social content. This was followed by The Inside Swoosh Wrap Episode (currently in production), a long-form video celebrating the legacy of the Field Reporter program and wrapping up Nike’s massive World Cup year. Channels included Nike’s internal platforms, employee social channels, and amplification via internal newsletters, events, and digital screens.
Solution
Well Earned Results
Well Earned Results
Videos produced
for Season 2
16
3K
Impressions
This wasn’t just internal comms - it was culture-building from the inside out. By turning staff into storytellers and celebrating their voices, Nike elevated internal pride, fostered a sense of ownership in the brand’s biggest cultural moments, and equipped employees at all levels to champion Nike’s mission externally. The Inside Swoosh didn’t just freshen up comms, it gave Nike’s internal culture the same creative firepower as its external campaigns, turning every employee into a powerful brand advocate.