Nike Training Social

Copy Lead | Strategy | Campaign | UGC | Video | Interview

Platforms: Instagram, Twitter, YouTube

The challenge: Starting in 2015, launch the Nike Training Instagram channel and lead cross-channel story direction to serve the athleticism obsessed athlete*. 

The idea: How do you motivate an audience that needs no motivation? You adopt the mentality and voice of a personal trainer to serve them with the knowledge, product and athlete access only Nike can provide.

The result: Won the hearts of our clients and audience alike via strategic research, on-brand messaging, unprecedented UGC campaign success and creative leadership—growing the channel from 0 to nearly 600,000 followers by the end of my tenure.