Working with Hyphenated, I had helped shape the strategy for Nike Diamond and support their initiative 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, on and off the field.
Turns out, these girls weren't all that interested in the traditions, rules, playbooks, or lore of ‘America's greatest pastime.’ They were far more excited about the progress they were making, finding their own style, and having an individual role on their team.

Through this research, we realized that there is a difference between Baseball the Sport™ and baseball the game:
- The sport comes with generations of history, rules, and traditions.
- …But the game? That’s hers to play, shape, and make her own.

The truth:
Every girl brings something uniquely her own to the diamond, shaping the friendships, rituals, and culture of her team.

The POV:
It's a new ballgame, and it belongs to them.

The Hyphenated team took these insights and knocked it out of the park (zing*), creating a campaign that challenged baseball's traditions with new faces, strong voices, and fresh attitudes.

Launched during the 2021 World Series between the Atlanta Braves and Houston Astros, This Is How We Play injected some much-needed energy and culture into the world of diamond sports.