Editorializing a mentality

I have been a regular collaborator with Nike for well over a decade and through multiple agencies. Generously following me as I have moved. I have partnered with Nike Women for many years, firstly working on Nike activewear and then developing a brand tone that connected Nike with its consumer – the Modern Girl of Sport and Fitness – over a series of projects, including the development of an Editorial Playbook, naming its editorial platform and creating original stories and images for launch.

The introduction of Nike Women's "Better For It" content series and editorial hub was created to support the launch, my team at Alldayeveryday and I, were tasked with naming the destination and developing a tone for its content through a selection of fresh, relevant stories. Following that we were tasked with creative content, including imagery, illustration and writing.

Better For It was all about embracing vulnerabilities in order to improve and exposing real thoughts in everyday situations that make you think, “That’s so true.”

With that mind, our platform name had to be aspirational yet relatable. Fresh yet familiar. Her hookup and her sweatspiration. The best bike at spin class or the first in line for new sneakers. And so we welcomed everyone to the Front Row.

The challenge was typical for a company as large as Nike. Nike Women has a gym bag full of amazing services. We’re talking design your own shoes, a portable personal trainer, playlists that adapt to your run, and a quick fix newsletter. The catch? Their consumer, the 19-year old athlete doesn’t know they exist. I redefined the brand’s approach to service through a strategic framework, consumer-facing tone of voice and an original newsletter concept.

Our approach was to tell service like it is through a real, candid and playful tone that cuts through the technical landscape of service and stands out from the market. In short: Nike’s got her back.