I had the opportunity to help shape the strategy for Nike Diamond and support their initiatives to engage young girls in softball.

My role was to research the target audience (girls ages 7-14) and create a library of truths about their experiences with the world, on and off the field. This uncovered a lot about what matters most to them: the things that make them proud, who they are inspired by, and what it feels like to be a part of a team.

This research lead us to a really clear strategy: Growing the game is not really about romanticizing the traditions, rules, playbooks or lore of ‘America’s greatest pastime.’ To this next generation, it’s all about the progress they’re making, finding their own style, and having an individual role on a team. We needed to focus on what it means to be a diamond player…not on the sport itself.

The platform:
Same ball. Same bat. New players. And this is how we play.

The campaign kicked off at All Star weekend in Los Angeles in 2022, with the “This is How We Play” film (above) and supporting assets that injected some much needed energy and culture to the world of diamond sports.

The results:
In 2022, Diamond Sports consideration is rising with 20% fewer parents reporting their children lost interest.

Big win!