Each year, the running category was briefed in on approximately 60+ brand stories. Each had their own distinctive message and creative direction. To stitch together all of our brand stories in our digital channels, we launched an editorial reset with Nike.com at the center. Using a “we” point of view, we personalized our journey and presented Nike Running a leader of the community. The plan was organized and built on where we know where the consumer mindset is at all points in their journey. From training to race day, we know what they search for, what they are preparing for and what product and services we could provide them to enable them.
With our editorial reset, we made the “Run Dept” the connective tissue of the entire Nike Running ecosystem. To bring this to life, it took extensive collaboration with internal teams such as:
Merchandising
Brand Comms
Communications
Paid Media
Global Territories
Customer Service- To help foster this POV, we brought our “Listen & Motivate” in house to help deepen our connection what our consumer