# Short-Form Athlete-Celebrating Platforms Nike's IGTV Videos Spotlight Everyday Athletes By Ell Smith | Published 2018-12-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nikes-igtv References: [adweek](https://www.adweek.com/digital/nike-shared-the-stories-of-everyday-athletes-in-documentary-style-videos-for-instagrams-igtv/) & [instagram](https://www.instagram.com/nike/?utm_source=ig_embed) [Nike's](https://www.trendhunter.com/trends/awaken-your-madness) IGTV debut highlights 'everyday athletes' and demonstrates the obstacles people go through to meet their fitness goals. The campaign is titled "My Crazy Dream" and aims to spotlight a more average consumer, while appealing to a younger generation. Through the platform, Nike is spotlighting different everyday fitness stars through short but [motivational clips](https://www.trendhunter.com/trends/adidas-you-got-this). Opting to use regular people as brand ambassadors is a bolder move for Nike -- a brand that's known for its impressive [athlete and celebrity collaborations](https://www.trendhunter.com/trends/zne-collection), however this move is expected to boost engagement among its viewers. Nike's IGTV videos feature a diverse collection of people and aims to spotlight the everyday challenges we all go through to achieve a variety of goals. Image Credit: Nike ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 98% | Activity: 96% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Short-form Videos:** Short-form videos on platforms like IGTV allow brands to showcase everyday athletes and connect with younger generations. - **Celebrating Everyday Athletes:** Brands can disrupt the industry by spotlighting regular people as brand ambassadors, appealing to a wider audience and boosting engagement. - **Motivational Content:** Creating motivational content that showcases the challenges people face to achieve their fitness goals can resonate with viewers and drive brand engagement. ### Industries Being Reshaped - **Sportswear:** Sportswear brands can leverage short-form videos to highlight their products and connect with everyday athletes. - **Digital Marketing:** In the digital marketing industry, brands can explore the potential of featuring regular people in their campaigns to create relatable content and increase engagement. - **Fitness and Wellness:** The fitness and wellness industry can benefit from creating motivational content that showcases the challenges individuals face on their fitness journey, inspiring and engaging their target audience. ## Related on Trend Hunter - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Athlete-Inspired AI Brand Campaigns](https://www.trendhunter.com/trends/angelai.md) - [Empowered Athlete Campaigns](https://www.trendhunter.com/trends/why-do-it.md) - [Gen Alpha Fitness Influencers](https://www.trendhunter.com/trends/asics-little-reminders.md) - [Athletic Wear Collabs](https://www.trendhunter.com/trends/nikeskims-collection.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md)