WHAT THE GLOW?! × NIKE — Powered by Sweat & Light Collaboration
Sweat, sparkle, repeat.
I created this concept campaign to showcase my creative direction skills — blending photography, visual storytelling, and brand-inspired copy. “What The Glow?! × Nike — Powered by Sweat & Light” is a personal project made purely for fun and self-expression. While this collaboration isn’t official, it reflects my passion for beauty, movement, and design.
As someone who fell in love with running in April 2024, Nike’s values of determination, individuality, and self-belief resonate deeply with me. My goal through this piece is to demonstrate my ability to merge aesthetics with purpose — and to show my commitment to learning, growing, and contributing to a creative marketing team that inspires people to move and glow.
When glow meets movement.
A conceptual Nike campaign reimagines sweat as the new highlight, celebrating effort, radiance, and motion. This collab explores beauty through athletic energy, merging skin glow and sports performance into one visual language.
What The Glow?” is a Nike concept celebrating glow as the result of movement. This campaign transforms sweat into style - where power, effort, and radiance become one.
The collaboration bridges beauty and fitness, showing that the ultimate glow isn’t applied — it’s earned.
Hero mockup visual featuring the “What The Glow?” campaign -merging dewy skin and Nike’s iconic performance aesthetic
The Perfect “What The Glow” Collaboration
The What The Glow × Nike collaboration unites two worlds — beauty and movement.
It’s a concept that celebrates both the radiance of self-expression and the strength found in motion.
I built this project because I’m deeply passionate about the intersection of aesthetic confidence and mental wellness.
To me, beauty isn’t just makeup — it’s how you carry yourself, how you move, and how you show up for yourself every day.
Running, on the other hand, is my reminder that effort and energy are their own kind of glow.
This partnership highlights a brand I’ve always admired for its drive, courage, and creativity.
It connects two passions that mean the world to me — the art of feeling beautiful, and the power of movement to heal the mind.
I hope this concept reminds us that it’s okay to be both —
an athlete who loves highlights,
and a dreamer who finds strength in every stride.
Creative Concepts
The Nike Setting Spray
BRAND SYNERGY
To highlight the connection between sweat and stay — reimagining beauty through performance.
The Nike Setting Spray embodies endurance, confidence, and glow that lasts beyond the finish line.
BRAND IMPACT
The Nike Setting Spray sparks excitement among runners and creators alike.
It celebrates beauty that keeps up — and confidence that goes the distance.
Just as Nike empowers people to move beyond limits,
this concept reminds us that glow doesn’t fade when you’re under pressure.
It stays — because you do.
This collaboration connects the feeling of finishing strong with the confidence of showing up as yourself.
It celebrates the effort behind the glow — not perfection, but persistence.
“It’s not just about staying set — it’s about staying you.
EMOTIONAL CONNECTION
COMMUNITY ENGAGEMENT
This collaboration connects Nike with beauty lovers and everyday athletes alike — merging the confidence of self-expression with the endurance of performance. Through creative partnerships and interactive challenges, it transforms the simple act of setting your face into a celebration of movement, confidence, and community.
Launch Strategy
Launch Strategy: WHAT THE GLOW?! × NIKEPowered by Sweat, Confidence, and Staying Power.
A conceptual campaign merging beauty and performance — redefining glow as a symbol of endurance, movement, and self-expression.Pre-Launch Tease: “Feel the Heat Before the Glow”
Goal:
Spark curiosity and anticipation for a new kind of performance-beauty innovation.
Campaigns:
Tease the collab through TikTok and Reels with close-up shimmer textures and sweat transitions.
Caption tease: “What if sweat looked this good? 👀 #WhatTheGlow”
Build mystery through blurred Nike swoosh reflections and golden light visuals.
“Coming soon. Glow stronger.”
Reveal: “The Sweat & Stay Setting Spray”
Goal:
Introduce Nike’s first beauty-meets-performance concept — a setting spray built for movement.
Campaigns:
Launch hero video showcasing “before the run / after the glow.”
Send PR mock boxes to beauty creators and athletes.
Tagline: Built to move. Designed to stay.
“Because your glow should work as hard as you do.”
Engagement: “Glow Gets Gritty”
Goal:
Build emotional connection and real-time participation across digital communities.
Campaigns:
Launch the #SweatAndStayChallenge glow movement.
Create an interactive AR filter adding swoosh-shaped glow drops.
Partner with women’s run clubs for authentic post-run glow content.
“When do you feel your strongest glow?”
IRL Activation: “Runway Meets Run Club”
Goal:
Bring the campaign to life through immersive beauty-and-sport experiences.
Campaigns:
Host “What The Glow Run Club” — a morning run finishing at a glow bar.
Install Nike Mirror Booths that mist participants with the setting spray.
Launch a Sephora × Nike pop-up for sweat-tested beauty looks.
“The finish line has never looked this good”.
Recap: “Sweat, Sparkle, Repeat”
Goal:
Wrap up the campaign by celebrating real people, results, and reach.
Campaigns:
Release a highlight reel of authentic glow moments and testimonials.
Feature user-generated content from the #SweatAndStayChallenge.
Visual recap showing glow stats, engagement rates, and top community posts.
“When beauty meets endurance, it’s more than glow — it’s grit.”
