nike lifecycle
Nike is the GOAT of sports brands, which means they’re simultaneously shepherding hundreds of millions of people through different phases of their audience lifecycle. I wrote copy for 5+ lifecycle projects across multiple programs within their organization, including Nike Membership, Nike Run Club, and Nike Training Club.
Each project consisted of writing a comms that adhered to Nike’s latest messaging guidelines and were formatted for both email and app.
The entire body of work was connected by Nike Membership, which is a highly active audience of 300M+ Members. That meant everything had to be approved by multiple levels of stakeholders and include variations for testing.
Other considerations included personalization, global translation and Geo distribution. Much of the copy I wrote included dynamic text that could be personalized not only by audience, but for each Geo’s market offerings.
The projects were set across most of the consumer journey, including onboarding, retention, and reactivation. Some (see above) were longer streams of work that fit into a larger narrative, while others were engaging one-off plays like the birthday email below.
One of the most significant projects was writing refreshed copy for the Nike Membership homepage, a page that receives ~4M views per month. The page became the foundation of many Membership comms, especially for conveying Membership benefits.
