Every fall, children greet the new school year with a sense of anticipation and excitement — but increasingly since Covid, many children also feel anxiety and dread. Nike’s 365 Kids campaign, Come Back Better, acknowledged and validated these feelings by highlighting three individuals working in the mental health and wellness space for kids. 

Elyse Fox, founder of mental health non-profit Sad Girls Club, Jaycina Almond, founder of non-profit Tender, and Matt Mazarei, beloved community basketball coach, all offered advice based on personal experience for what parents could do to ease their own kids’ anxiety. This highly successful campaign featured editorial-style copy, digital activations and a newsletter.