Nike: Lifecycle Marketing Refresh
Winning Every Member Moment
Project Overview
The Ask
Nike came to us with a problem: they were having trouble building and keeping members engaged. They needed a more connected marketing plan that focused on the whole journey, making sure people stayed active over the long haul instead of just dropping in for one-off moments.
Our job was to make that experience feel seamless and personal.
The Approach
We realizd the power dynamic had flipped. Customers aren't passive anymore - they decide when, where, and how they want to hear from brands. That means every touchpoint has to actually add value, or people will just tune out.
We designed a program that put member happiness first, business metrics second. Built an experience that meets people wherever they are in their athlete journey - whether they're training for marathons or shopping athleisure for their walks. Every touchpoint truly understands them and shows up when it matters.
What we delivered
We built an intelligence‑led member plan that uses data to make every touchpoint feel more relevant and useful, not just more frequent. The goal was simple: turn Nike into a natural part of every athlete’s everyday routine, showing up with the right support, at the right moment, in the right way.
How we got there
1.
Discovery & Collaborative Workshop:
Mapping the member journey and unconvering where we can add value
We hosted a collaborative, in-person three-day workshop to map the end-to-end member journey and listen to perspectives from across various internal teams. This deep dive allowed us to see exactly where the current experience was breaking down or losing momentum. As a result of this workshop, we were able to align on the strategic priorities needed to fix the lifecycle and move forward together.
2.
Lifecycle Strategy:
Turning those insights into a clear plan for how Nike shows up over time
We used our workshop findings to clearly define the end-to-end member lifecycle. This allowed us to pinpoint the exact moments where Nike should show up to offer the most value for athletes. By clarifying Nike’s unique role at every stage, we ensured each interaction feels personal, intentional, and human.
3.
Go-to-Market Plan:
Translating the lifecycle strategy into clear briefs, moments, and channels.
We translated the high-level strategy into a practical roadmap and plan to execute against. This meant defining exactly what to say, when to show up, and which channels to use for every member moment. The result was a clear guide that turned big ideas into a real-world experience for athletes.
Project Showcase
P&G "Rolaids Spells Relief" Campaign
A campaign that brought back Rolaids’ iconic “Spells Relief” platform for a new generation by shifting the story from heartburn itself to the moments it interrupts. The work reimagined a 50‑year‑old idea for today’s 45+ audience, with a moment-first take on relief.