Nike Coach
Client Nike | Agency Rehab
Role Creative Director
The brief
Help people start running and maintain motivation using conversational design and creative tech.
The response
We created Nike Coach – a seasoned trainer, friend and Nike’s first one-to-one voice experience to help runners hit their goals.
It brings together inspirational content from Nike’s running ambassadors, sports scientist-approved training plans and contextually relevant product recommendations to guide people from the first step to their first marathon.
Nike Coach was one of the first branded actions to use daily updates through Google Assistant routines.
My role
Leading a multi-disciplinary team from concept to delivery.
Developing the product scope and conversational architecture.
Creative direction of all promotional assets across DSP and video.
Collaborating with SVP and C-Suite partners to integrate the experience into Nike’s product strategy and technical roadmaps.
The results
2000+ conversations in the first week.
93%of messages were handled effectively.
74%of people who were recommended a shoe asked to find out more.
Awards
Finalist, Apps, Mobile and Voice
The Webby Award