Train for Victory

GIRL GAINS x NIKE | NYC COLLEGE POP-UP

How I led a college pop-up with Nike and turned 150 Gen Z lifters into Nike’s newest fans.

The Brief

Nike partnered with Girl Gains to bring Train for Victory to NYC college women ahead of the opening of Nike’s SoHo Studio and the launch of the Zenvy collection and Metcon 6.

The goal: fill the activation with Girl Gains’ target audience and create an experience that would introduce Gen Z college women to Nike’s new training products.

My Role

Audience Growth
Filled the activation with Gen Z college women from surrounding NYC schools through targeted email and grassroots marketing over a two-month period.

Event Strategy + Logistics
Managed guest recruitment, sizing collection, event communications, and day-of attendance to ensure a seamless experience across the activation.

Content Strategy
Developed the content capture brief and sourced a videographer to document the experience in a way that felt authentic to the Girl Gains audience.

Partnership Management
Served as the primary bridge between Nike and Girl Gains, managing communication and execution across both teams.

Impact

150+ college women attended across 7 workout sessions + the Laurie Hernandez panel
92% of 44 post-event respondents rated the experience 5/5
72% had never tried Metcon or Zenvy before the activation
4 new Girl Gains campus chapters launched within 2 months, each with a full executive board
97% reported increased excitement about the Girl Gains × Nike partnership
Continued Partnership: Built trust with Nike that led to continued collaboration and sponsorship opportunities.

KEY TOUCHPOINTS

Girl Gains & Interactivity: On the first floor, we hosted a mixer where guests could discover and connect with Girl Gains over food, drinks, and interactive engagements.

Nike NYC Display + Seeding: Zenvy products were showcased with existing displays. RSVPed guests then headed upstairs for a seeding experience where they received their Zenvy apparel and a free Metcon 6.

Workout Session with an NWC Trainer: Once guests changed into their new outfits, a Nike Well Collective trainer led a 50-minute workout session, presented by Nike.