OHSU Doernbecher Freestyle
Stories and shoes that support lifesaving pediatric care
The Challenge
Doernbecher Freestyle empowers young patients to design one-of-a-kind Nike collections that tell the story of their personal and heroic journeys – all in support of lifesaving care and research.
Since its launch in 2004, Doernbecher Freestyle has raised more than $40 million for OHSU Doernbecher Children’s Hospital. Entering its 20th year, Doernbecher Freestyle turned to Weinstein PR to help share the inspiring stories of its 2024 designer class, as well as produce a two-decade retrospective video, all to be featured at the annual fundraising celebration and sneaker reveal.
The Goal and Strategy
Our team visited each of the six patient-designers and their families at home to hear their stories about their diagnoses, journeys and the passion behind their designs. The conversations were emotional, inspiring and full of tears. This footage then became the heart of a series of short videos highlighting each patient, their Nike design partner, and the creative journey behind their one-of-a-kind collections.
The Results
The seven videos – six patient profiles and a 20th anniversary retrospective Doernbecher Freestyle highlight reel – set the stage for a night of joy and reflection at the Portland Art Museum. The event raised more than $1.5 million, and subsequent sales of the Doernbecher Freestyle collections doubled the tally, with all proceeds benefiting OHSU Doernbecher Children’s Hospital. All told, the 2024 partnership garnered expansive coverage across local and industry media alike, highlighting two decades of local partnership for the benefit of vital pediatric care.
Watch all Doernbecher Freestyle 20 videos produced by WPR
