“I want to develop the Paralympic world. I want it to be on the same level of the Olympic one. This requires a cultural shift, a change in mentality”
Bebe Vio, Nike Athlete
In a world not ready for adaptive culture, how can Nike incite change?
The Brief
There’s a world between now and Bebe’s future
Problem 1: The Supercrip Mentality
The “overcoming adversity” trope most media falls into. It makes able bodied people feel enlightened, and perpetuates negative stereotypes. Ick.
Problem 2: The People In Power
Whilst the next gen have a vision of a bright future, the current leaders of sport and mobility across the globe have more traditional mindsets. Not ideal for someone looking to innovate.
Problem 3: Equality is Not Equity
The difference still isn’t common language, so getting to a liberated movement in sport was going to be tricky.
The best ideas happen when two people from completely different worlds collide - so imagine a future where we worked togeher to create positive change.
