Copy | Social Strategy

Award winner: 2012 Shorty Award for "Best Use of Social Media in Sport"

The challenge: Commemorate the 40th anniversary of Title IX–the game-changing legislation that gave women unprecedented access to sport.

The idea: We launched #MAKETHERULES across social media with a week of challenges–each inspired by a female pioneer of past or present–to generate energy and awareness of the landmark anniversary. Athletes* were encouraged to create their own rules, and the best were customized into unique rule posters for users' profile pictures and twitter skins.

The result: The campaign caused a fervor of UGC, spreading the celebration of women's sport to record-breaking levels for Nike Women Social, and won the 2012 Shorty Award for "Best Use of Social Media in Sport."

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