Nike: Ebrar Karakurt Reactive

As part of Nike’s campaign championing female athletes who fight prejudice and defy expectations, we celebrated the return of Ebrar Karakurt to Turkey’s National Women’s Volleyball League.

The campaign spotlighted trailblazers, from Caitlin Clark to Sha’Carri Richardson, A’ja Wilson to Sabrina Ionescu, and in Turkey, that meant Ebrar: a star player whose unfiltered personality, fearless play, and refusal to conform have made her both a cultural icon and a lightning rod for criticism.

While working in-house at Alien Baby and in close collaboration with Nike Turkey and a translator, we developed a reactive social execution that captured her unapologetic spirit, anchored by the line “Too Much, Too Bad”. A rallying cry that flips judgement into pride. Her own words, “Did I overdo it? Whoa whoa!”, became a localised slogan that connected directly with fans.

The work extended beyond social into OOH and a short film, both delivering the same attitude and energy that define Ebrar’s game, cementing her place as one of the most original voices in sport.

Role: Creative Lead and Writer
Year: 2025