Remembering the Importance of Members in Brand Success: Nike

Nike EMEA, App Content Strategy & Campaign

Nike doesn't have a visibility problem. What a brand at that scale can quietly, gradually lose is intimacy. The feeling that the app, the membership, the content actually knows who you are and why you showed up.

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. 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. How to integrate influencer content in a way that felt native to how members actually consumed culture.

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, which was integrated into Nike's global content calendar during the Paris 2024 Olympic Games, one of the year's most-watched cultural moments.

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