We live in a world where women can’t go on a run without worrying about their safety. It’s a sad reality, but to ease those concerns, we’ve created a discreet and efficient tool designed to offer quick assistance if danger arises.

  • Brief from Cannes Future Lion competition

  • Award: Ads of the World

Nike: Nike Safe

Role: Copywriter

AD: Kyle Strickland

Nike Safe Case Study Video

Nike will embed Micro GPS Chips in every pair of sneakers.

Each pair will include a Nike Safe Bluetooth bracelet.

To get started, users can enter the code located inside the sneakers into the Nike Run Club app.

If users are in danger, they can break off the bracelet, sending a Bluetooth signal to the Nike Safe team.

The team will quickly notify local authorities with the exact location based on the GPS signal from the sneakers.