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Yoga for All

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@NikeYoga • Reach Further
The Opportunity

Make yoga approachable to all.

Yoga should be the most accessible of all sports — its practice only requires an open mind and a ready heart.

But yoga culture today can be a sea of sameness focused on perfecting advanced poses in idyllic places, and is often perceived as an exclusive community. So how do we put forth a different vision for yoga — one that celebrates progress over perfection, and creates a culture of belonging?

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How It Works

Approach @NikeYoga like a culture-first magazine

Coming to life through quarterly issues, we created stories that led with eye-catching design, CTAs tailored for engagement, and a unique voice that struck the right balance of yogi authority and curiosity.

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Feature Notable Voices from the
Nike Ecosystem and Beyond

We created franchises to dive into specific aspects of yoga and featured select Editors — both Nike trainers and notable voices outside of the brand ecosystem — from around the world. They provide expertise and a unique but relatable POV on their personal practice, how it’s impacted their lives, and more.

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Yoga Tested

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On the Mat

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1 Minute Meditations

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Sound & Flow

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Posing Questions

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Debunking Myths

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Results

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    Follower Growth in One Year
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    In-Feed Engagement Rate
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    Pieces of Content
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    Global Editors