Ask

Nike asked us to redevelop their membership strategies to authentically speak to one of the most diverse audiences in the world.

Challenge

Nike faced the challenge of continuously engaging their members and needed to push away from a benefit-centric approach and lean into a strong sense of community through storytelling.

Strategy

Our new vision celebrated and supported members through multiple strategic frameworks that reinforced members positive behaviors, like being active or growing community, and provided users with a different platforms to connect and engage with the brand and one another.

Our thinking amplified the voices of Nike members, and reverberated internally through the organization as the driving force of a more thoughtful, more relatable, less robotic membership experience.

This included small details like how to define a reward vs. benefit, all the way to heartier recommendations like how to utilize every possible engagement trigger across the Nike ecosystem, and the subsequent response to every action or inaction.

Impact

Through our strategic framework we reached our goal of reducing churn in the Nike ecosystem, increased the inflow of member sign ups, and shifted Nike from a “brand with members” to a “membership brand.”