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Nike x Alex Eala

History in full bloom

Alex Eala made history at Wimbledon as the first Filipina to break onto the green. Ever. To honour this moment, we gifted Alex a one-of-a-kind Nike hair tie featuring the sampaguita, the Philippines’ national flower.

A piece of home, carried with her onto the court as she brought a nation – and her dreams – into full bloom.

What started as one athlete’s debut grew into a moment of national pride.

But it didn’t end there. Fans across the country turned to the sampaguita as something bigger – a symbol of pride, belief, and belonging.

We worked with Nike to bring the moment to more Filipinos, releasing custom Nike By You merch and a limited-edition pin inspired by Alex’s hair tie.

This symbol became a fashion statement in Vogue Philippines.

A reminder that what you plant, will one day bloom – and sometimes, make the whole world take notice.

 Agency : BBH Singapore
CCO: Sascha Kuntze
CD: Weihao Chin + Cécile Pimont
Creatives: Grace Wong + Syahmina Abyana