The story
Nike × Omek Talent Lab is an online career event designed to connect emerging talent with opportunities, insights and people who can help them take the next step.
Across multiple editions, we’ve worked with Omek to shape the campaign narrative and content journey around Talent Lab, translating each edition’s creative idea into communications that build awareness, create interest and give audiences a reason to participate.
The challenge isn’t simply promoting the same event again. It’s finding a fresh way into the story each year, while learning from what worked before and building a campaign that can work harder the next time around.
And the audience has grown with it.
From 2025 to 2026, registrations increased by 140% and attendance grew by 156% year on year.
What we made
We developed campaign concepts, messaging and content journeys that gave each edition its own creative hook while keeping the wider Talent Lab proposition clear.
That thinking was carried across the full lead-up to the event, with save-the-dates creating initial awareness, speaker and agenda announcements building credibility and consideration, participant stories bringing the campaign ideas to life, and practical content giving audiences something useful before they ever entered the event.
Social content worked alongside newsletters and event communications so the campaign could reach audiences across different touchpoints rather than relying on a single announcement to do all the work.
Each edition gives us another opportunity to learn from the last, sharpen the story and find new ways to earn the audience’s attention.
Same Nike x Omek Talent Lab. Stronger pull.