The immortal words of Nike co-founder Bill Bowerman ‘if you have a body, you are an athlete’ formed the backdrop for an inspirational 3 day event that celebrated women’s empowerment at it’s heart. From start to finish, the goal was to create a unique experience for a group of 60 women drawn from across central and Eastern Europe, leading them on a personal journey together. Journalists, writers, editors, influencers and professional athlete’s all took a bold step to share every moment, experience, coffee break, dinner, in fact 24/7 together. Through the lens of sport this was an important opportunity for Nike to open up an ongoing dialogue with these talented women who represent such a diverse mix of people’s, cultures and religions; all with one thing in common, the continuing shift in the perception of women in sport and the subsequent growth of female sport participation. Events ranged from inspirational presentation and interview sessions with Olympic gold medal winners, to a full art gallery takeover to showcase the latest Nike product range and innovations. The journey they shared became a co-creation of valuable social media content that spread a powerful message across Central and Eastern Europe.