Nike Shared the Stories of Everyday Athletes in Documentary-Style Videos for Instagram’s IGTV

Longtime content agency Conscious Minds is helping the brand craft its new approach

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Nike dipped its toes in the IGTV waters for the first time with its documentary-style profiles of everyday athletes, which it began sharing on the platform in September.

Instagram introduced IGTV in June as a stand-alone video application enabling videos of up to one hour long.

The athletic wear and sneaker giant teamed up with its longtime content agency, Conscious Minds, on the new social media documentary storytelling approach. Wieden + Kennedy is Nike’s agency of record.

The initial video featured Chicago native Maynor De Leon and his quest to lose a staggering 500 pounds.



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