Nike Phantom Luna
Unlike any other boot in Nike’s storied history, the Phantom Luna came to be because of female athletes. It was inspired, built and tested by female footballers from all over the world—listening to what they wanted and analyzing how they move. The final product resulted in a boot with new technology that would allow athletes to play their best on the pitch.
Worn by some of the biggest names in the game, the Phantom Luna sold out within days of its launch.
As the writer, I worked closely with the narrative director to incorporate brand guidelines and a strategic approach to the messaging hierarchy that set the tone for the rest of the narrative. I wrote copy for the digital executions, which included social, email, app threads and landing pages. This copy was also used for OOH placements across the globe, including stores and billboards. I also partnered with designers for the hero AV to add storytelling elements and copyedit the script.
Consumer-facing line: Never Before. Forever After.
AV: This was the leading motion for the campaign that coincided with the launch of the Phantom Luna. It was published across multiple digital platforms.
Social Copywriting: @NikeFootball
This is a movement. Made from her movement. Inspired and designed by female footballers, the all-new Phantom Luna is a boot made for precision and agility. The new Cyclone 360 Plate keeps you confident to make quick moves and precise cuts when it matters most. Tap the link in bio to step into this movement with some of the biggest names in the game: @cdunn19, @debinhaa7 and @grace_geyoro.⚽🌙 #NikeFootball
Inspired and built by the determination and passion of female footballers across the globe, the all-new Phantom Luna embodies the ground-breaking ingenuity of these athletes with game-changing innovations: ✔️ Nike Cyclone 360 Plate for precise cuts ✔️ ASYM FIT for a snug, secure feel ✔️ Nike GripKnit for control wherever you move Join @grace_geyoro, @cdunn19 and @debinhaa7 as you step onto the pitch like never before and change the game forever after. ⚽🌙 #NikeFootball
A player’s boots are the most important part of their game. Feeling secure and comfortable while I’m constantly moving allows me to play my best. 🇺🇸⚽ I find that security in the brand new Phantom Luna—it’s the kind of boot that checks off all of my needs so I can play with unstoppable agility. But don’t just take my word for it. Step into our boots and let’s change the game. 🌙 #NikeFC #TeamNike
When I was younger, I’d always play football with the neighborhood boys. No boots. No worries. Just love for the game. 🇧🇷⚽ The all-new Phantom Luna is light on my feet and lets me move freely—taking me back to those moments that made me want to become a professional footballer. But don’t just take my word for it. Step into our boots and let’s change the game.🌙 #NikeFC #TeamNike
As a midfielder, I’m always moving. From setting the pace to passing the ball to scoring. 🇫🇷⚽ That’s why I wear the new Phantom Luna—a boot that lets me run onto the pitch with agility, precision, and confidence. But don’t just take my word for it. Step into our boots and let’s change the game. 🌙 #NikeFC #TeamNike
Digital Copywriting: Landing Pages, Product Pages, Push Alerts and App Threads
Click each execution to take a closer look
The Nike Football Creative Team:
VP of Global Men’s Team: Dave Frank
Creative Director: Rafael Paes
Narrative Director: Dudu Viola
Art Director: David Oliva
Writer: 🙋♀️
Designer: Jamie Oelrich
Digital Designer: Steven Oey
Digital Producer: Nial Givens
Sr. Studio Manager: Amanda Conley
Creative Producer: Lisa Zandi
Creative Coordinator: Jessica Yrigoyen