One of Nike's most important audiences – one of the leading brands in the world of sports and lifestyle – is women. Understanding that in recent decades, women's lives have changed significantly, and they have developed (and can now articulate) new needs and desires, Nike launched a new brand positioning: Nike Well Collective.

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Nike Well Collective is a holistic approach to life and fitness, and Nike translates this concept through five pillars: movement, mindfulness, nutrition, rest, and connection.

Cuco Agency was the experience marketing partner chosen to help Nike bring this new positioning to life. We planned and executed an immersive two-day experience for the brand's squad of influencers: we brought an incredible team of women to experience a Nike Well Collective journey at the Botanique Hotel and Spa.

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In addition to living moments that represented the five pillars, and engaging in meaningful conversations and exchanges, the experience served as the foundation for the creation of both online and offline content, as well as the scenography used in the continuation of the campaign throughout the year.