The Fenom Effect : A Podcast by Nike
Nike’s new platform to share stories of athletes whose drive to redefine the rules doesn’t stop at sport
Problem: Consumers aren’t hearing enough of the stories behind the athletes within Nike’s roster and are struggling to resonate with them.
Insight : She has to see it to be it and isn’t spending time on traditional media.
Opportunity : Create a new platform to highlight stories of athletes.
Solution : The Fenom effect podcast.
Result : A 6 part podcast bringing to light stories around body positivity, gender non conforming athletes, equal pay, social justice reform and being a role model for the muslim community. With 185 5 star ratings and 87% completion rate we found this to be a really exciting way to elevate our athlete voices.
Abby Wambach
We partnered with our in-house creative team and Gimlet media the podcast industry leader to learn the best way to produce this content for our initial 6 part season.
To ensure the right content we spent a lot of time researching our athletes stories and ended up with topics ranging across Body positivity, gender non conforming athletes, equal pay, social justice reform and being a role model for the muslim community.
The feedback from consumers was phenomal with 184 5 star ratings on iTunes, amazing reviews as below and some great media coverage. Its the comments which really drive home the power of telling longer form content with young women around the world.
The average completion rate was 87% which on a 30 minute body of content is by far the highest engagement rates on this kind of content with Nike.
What Listeners are saying.
“It gives you someone to look up to and know you are not the only who feels the pressure to stand up for what you believe in as a woman. Well done Nike”
— @adek5
“Nike has hit a homerun”
— @kmswmk
“Beautifully written and produced! Great for anyone looking to learn more about women in sport”
— @lmay
“Its really good to see Nike throwing its weight behind the stories of female athletes. The women on the show are talking about more than just sports, they are talking about the causes the really care about”
— @cpiegon
Media
Harpers Bazaar
“In recent years, they've really been putting in the work to empower female athletes, from showing the fashion industry what representation really looks like in their campaigns to designing the Nike Pro Hijab (which was named one of the best inventions of 2017). Next up on their feminist-friendly agenda: a new podcast called The Fenom Effect, telling the stories of the world's best female athletes of all time.
This year, Nike has featured some of the biggest athletes, celebrities, and models in their campaigns — Serena Williams, Jorja Smith, Winnie Harlow, Paloma Elsesser, and Bella Hadid to name a few — so their roster of guests for the podcast will no doubt continue to be a star-studded and highly diverse one. Whether you're an athlete or just love watching women win, this will absolutely be a conversation you won't want to miss out on. “
Grazia
"Saying that we’re all for female empowerment is stating the obvious just a tad, which is why we're so excited by the announcement of Nike's latest podcast, The Fenom Effect, dedicated to elevating the voices of female athletes in the region.
Redefining the future of sport for women, the podcast presents new role models for young girls out there and is not to be missed. And obviously, what's brilliant is that you can download and listen to any of them any time after they've aired.”