Nike was focused on the athletes on the diamond but the real energy in baseball was happening off the field. They needed to show the game the way it was really being played- on the streets, with a stick, wearing drip. The narratives of diamond sports needed to be written, reflecting the youth changing the rules.

Our ask was to develop a social content series for the start of the MLB Opening Season. We focused on connecting the game on the streets with the game on the field, inspiring youth to continue to play their way.

Our platform idea “Never Done Making Diamonds Shine” is a statement of truth that flips the narrative for Black and Brown kids who have been told diamonds are worth more with less color. The idea celebrates who they are and reflects and refracts their bright spirit and ethos on and off the field. It’s a mirror for the young people who didn’t see themselves in the diamond, and a signal to an old sport that the diamond shines brighter with color.

To create a version of diamond sports inspired by youth, we needed to get to know the kids of LA and NY so we could understand how Nike Diamond can uniquely serve them. We talked with young softball players ages 8-12 and spent time trying to move in their world the way they do.

We found five truths about young and diverse baseball and softball players:

They are defining, not being defined.

The bigger the challenge, the more they are in.

Their periphery has limits- but their eyes are wide open.

They value kindness over toughness.

There’s no “strike zone” when they’re all about fun.

These insights led to the strategic idea that Diamonds are multifaceted reflections of who they can be.

In 2021, overall sports participation has decreased 6% and the diamond was hit harder, down 16%. Nike’s ask? Not just to change the narrative around diamond sports but to get more kids playing. To do so, we created content that reflects the game through the eyes of diverse youth, the ones breaking the rules. The film series launched at MLB Opening Day with impacts still being seen today.

Kids interest rose and their behavior followed. @nikediamond received a 17% follower growth, primarily from youth. MLB witnessed its largest increase in attendance since 1988. But the only stat that matters is kids wanted to play again. MLB released that baseball participation reached its nationwide highest since 2008. Little League, Softball, and Baseball play were up 7%. Diamond sports’ stories have been rewritten.