Nike Underwear engaged Billy etc. screams internally to roll out a 3-month influencer campaign, driving traffic to its wholesale partners including David Jones, Myer, Rebel, and JD Sports. Celebrities, influencers, and sportspeople, including Josh Daicos, Daniel Rioli, Michael Brunelli, and Sam Fricker, were categorized into Nike’s key customer pillars: The Player, The Coach, and The Fan, to create content that spoke to their followers.