Gang for Good

Client: Nike
Role: Copywriter
Awards:
Clio Sports Bronze – Product and Service
Vega Digital Awards – Platinum (Canopus)
Muse Creative Awards – Platinum
Creative Conscience – Highly Commended

Over 10,000 girls and young women in the UK are involved in gangs. For many, getting out isn’t just hard. It’s dangerous.

This campaign introduced Gang for Good — a Nike-backed movement that flipped the idea of gang culture into something powerful and positive.

A new kind of gang. One built on sisterhood, strength, and support. A gang that runs from violence and toward something better.

I worked on the concept and copy for the campaign alongside Hatem El Akad. The goal was to give Nike’s voice purpose without losing its edge. The result was a platform that spoke directly to the girls who needed it most.