From Barriers to Belonging: A Global Change Programme for girls in Sport

Nike

We started by listening worldwide to understand why girls and women feel excluded from sport—and what would bring them back - then turned that into a clear roadmap to 2028.

Inside Nike, we built a practical theory of change model and ran cross‑team workshops (including with the CMO of Nike Global) so the insight could live in day‑to‑day decisions across the business, starting at the top.

More recently we have conducted a series of projects that have served as deeper dives into some key sub-audiences including pregnant women, new Mums and Muslim girls - all using a similar approach of mobile self‑ethnography and conversations to capture real‑life barriers and motivations.

Their voices shaped inclusive design, messaging and community guidance so sport feels joyful, safe and truly for them.

Impact:

A program of insights that shape brand action and help Nike remove barriers and grow participation for girls and young women, city by city and at global scale.