© AOQ 2026
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How do you create a "back to school" campaign inspired by real sporting moments between parents and children?
Every child remembers their first. The first time they stepped onto a pitch not knowing anyone. The first time they stood at the top of a long jump runway, heart pounding. The first time they kicked a ball with a new prosthetic leg. In 2023, Nike came to AOQ with a challenge: find the real families behind these moments, across schools, LGBTQIA+ households, and single-parent families, and make them impossible to look away from.
AOQ built a story-finding process from the ground up. Working with key casting partners across the UK, Spain, and France, we put out an open call while simultaneously searching for honest, unfiltered stories in schools, sports clubs, and community spaces. From hundreds of conversations, three families stood out: the Alis, the Obongs, and the Gimenez.
The final cast: three real families, across three countries. Working alongside creative agency SourSop, their stories became "Firsts Together," a digital and retail campaign built around the idea that parents and children are, at their best, each other's first teammates.
Nike Kids + SourSop
AOQ/012
Back to School
How do you create a "back to school" campaign inspired by real sporting moments between parents and children?
© Ask One Question 2026
Contact Us
How do you create a "back to school" campaign inspired by real sporting moments between parents and children?
Every child remembers their first. The first time they stepped onto a pitch not knowing anyone. The first time they stood at the top of a long jump runway, heart pounding. The first time they kicked a ball with a new prosthetic leg. In 2023, Nike came to AOQ with a challenge: find the real families behind these moments, across schools, LGBTQIA+ households, and single-parent families, and make them impossible to look away from.
AOQ built a story-finding process from the ground up. Working with key casting partners across the UK, Spain, and France, we put out an open call while simultaneously searching for honest, unfiltered stories in schools, sports clubs, and community spaces. From hundreds of conversations, three families stood out: the Alis, the Obongs, and the Gimenez.
The final cast: three real families, across three countries. Working alongside creative agency SourSop, their stories became "Firsts Together," a digital and retail campaign built around the idea that parents and children are, at their best, each other's first teammates.
Nike Kids + SourSop
AOQ/012
Back to School
How do you create a "back to school" campaign inspired by real sporting moments between parents and children?
© Ask One Question 2026
Contact Us
How do you create a "back to school" campaign inspired by real sporting moments between parents and children?
Every child remembers their first. The first time they stepped onto a pitch not knowing anyone. The first time they stood at the top of a long jump runway, heart pounding. The first time they kicked a ball with a new prosthetic leg. In 2023, Nike came to AOQ with a challenge: find the real families behind these moments, across schools, LGBTQIA+ households, and single-parent families, and make them impossible to look away from.
AOQ built a story-finding process from the ground up. Working with key casting partners across the UK, Spain, and France, we put out an open call while simultaneously searching for honest, unfiltered stories in schools, sports clubs, and community spaces. From hundreds of conversations, three families stood out: the Alis, the Obongs, and the Gimenez.
The final cast: three real families, across three countries. Working alongside creative agency SourSop, their stories became "Firsts Together," a digital and retail campaign built around the idea that parents and children are, at their best, each other's first teammates.
Nike Kids + SourSop
AOQ/012
Back to School