London
San Francisco
Nike
Member Day Microsite
Context
Nike Member Days is a weeklong celebration of the Nike Member community and the benefits they have access to — benefits which many Members have no idea about, like early access to Nike’s most sought-after products and invitations to in-person events and workshops.
Member Days is a well-established moment in Nike’s calendar. While the creative is updated from edition to edition, the rollout typically takes places across the same channels within the Nike ecosystem. So this year, they wanted to go bigger than ever with fresh creative and new channels of communication.
Strategy
Nike has a tightly regulated digital ecosystem. It has to, really. But for this edition of Member Days, Nike wanted help side-stepping some of the physical restrictions of the site and App build to deliver a richer experience to users.
As longstanding partners of Nike, we knew these restrictions well. We also had a bank of ideas about how we might build on them. And after consulting with the Nike team, we decided on a microsite which would seamlessly augment the user journey with design which felt refreshingly loose, but entirely Nike.
Creative
Our microsite was designed to create excitement in the run-up to Member Days. Users could get a sneak peek at the drops coming their way throughout the week and get notified the moment their selected products landed in the Member Shop.
When the launch phase was over, the microsite shifted function to serve as an in-depth catalogue of everything Member Days.
We didn’t want users to feel like they were ever leaving the Nike App. The microsite was designed in such a way that users could effortlessly flow between the App and our off-site site.
services