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

Nike used IGTV to chronicle Chicago native Maynor De Leon's quest to lose 500 pounds Nike/Conscious Minds

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. David Cohen is editor of Adweek's Social Pro Daily.