Nike – Member Stories

Members love the Swoosh, but they weren’t feeling that love returned…
And so, we launched Nike Member Stories, a content series celebrating the 350M+ everyday athletes in our community.

Our goal was to humanize Nike Membership benefits and highlight the strength of our community.

Over 4000 submissions were received from real members, with four members from Los Angeles were chosen: Samantha, Crystal, James Anthony, and Liz. We created inviting and authentic messaging, allowing these members to confidently share their authentic selves.

Sharing their stories on Instagram, the Nike App, email, YouTube and Digital OOH we gave them a platform to share their authentic stories within the Nike Member community, Los Angeles and beyond.

Results

This campaign generated $2.9M in LTV-driven demand across North America and garnered more than 8.5 million impressions across all channels.

The pilot’s approach was adopted by Nike’s North America and international city teams.

Credits

Creative Director: Meirion Pritchard
Designers: Allison Olson, Samantha Del Rosario

Photography: Samuel Trotter
Film: Brandon Kuzma
Words: Sara Fantl, Zach Schomburg

Marketing: Bradley Martin, Jonathan Ritchie.

Talent: Samantha, Crystal, Liz, James-Anthony.

Agency: Golden