The Role of Membership Benefits in Brand Success: Nike

Nike EMEA, App Content Strategy & Campaign

Nike for sure doesn't have a visibility problem. What a brand at that scale can quietly, gradually lose is intimacy.

The brief was to audit the existing app structure and identify where the experience was becoming functional rather than felt. But underneath that brief was a bigger question: who is a Nike member, really? Why would they come back, and what would make them enjoy the app experience more?

I worked through the current architecture with that question in mind. What became clear was that the experience had been built around content types rather than member moments, brand content, product content, and member benefits sitting in separate lanes. Logically organised, but experientially disconnected. For someone who has already chosen to join, that creates friction in exactly the wrong places. The proposal that came back wasn't just structural, it was contextual. How to bring editorial and product content closer together so the experience reflects real member behaviour. How to make membership benefits impossible to miss for the people who have already chosen to be there, surfacing them at the moment they're most relevant, rather than leaving them for members who already knew where to look. How to integrate influencer content in a way that felt native to how members actually consumed culture, rather than imported from another platform.

My job was to understand the context their members were experiencing and articulate what was missing and could be improved in the app user experience.

That same understanding informed the central creative concept I contributed later, while working on a Nike membership TikTok campaign with creators.

Understanding the experience of members is not tied to one channel, it goes across everything a brand does, and is informed by context.