nike member days
A biannual festival of sport and style in celebration of the Nike Member community.
Concept / Programming / Branding / Digital / Social / IRL
background
Nike came to me looking for a better way to keep the Membership community active and engaged. I was asked to deliver an idea that would boost active members and help reinforce the best aspects of Membership without relying on discounts.
SOLUTION
I’ve spent a lot of time learning what drives Gen Z Nike Members globally, and it isn’t discounts and promotions. It’s sport, style, community and creativity. It’s about belonging, not buying.
So our idea was Member Days—a five day, twice yearly festival that celebrates Nike Members by inviting them into the very best of Nike.
Nike Member Days take place online and IRL worldwide, as Nike Members are invited to participate in global group runs, training exclusive product drops, and content and experiences with elite athletes and creators.
creating member days
Member Days needed a brand that felt like part of Nike Membership, but newer, fresher and more immediate. It needed to be able to evolve every year, and to be flexible enough to allow for easy, consistent local activations to be executed by brand teams worldwide. We built a consistent look, feel and language for Member Days that athletes will recognize, anticipate and celebrate long into the future.
results
Nike launched Member Days globally in November of 2021, and my team and I supported them in subsequent years as the festival grew.
Member Days has been elevated to serve as a scalable, long-term consumer concept for Nike Membership. It has inspired first-ever Member activations, like live-streamed member events in London and Barcelona, and is continuing to serve as a new brand platform and vehicle for introducing exclusive product, driving traffic in-store and online, distributing brand content, and most importantly, inspiring and celebrating members worldwide.