Nike Momentum

The Challenge

Create content for Nike's first community-driven running app that makes running accessible to aspiring runners while maintaining Nike's performance brand. The challenge: balance Nike's aspirational voice with inclusive messaging that removes barriers to entry.

My Role

Owned the entire content experience across all 8+ touchpoints. Determined what content and copy were needed, where it belonged, crafted it, and optimized based on user data and research.

Key Work

  • Audio-guided run content strategy (30+ runs)

  • UX copy (onboarding, microcopy, UI text, in-app notifications)

  • User communications strategy: emails (70% open rates) and push notifications

  • Community engagement content (daily missions, running hacks)

  • Paid social ad copy and campaign messaging

  • Cross-platform Nike App promotional messaging

  • Landing page content and positioning

  • User interviews and polling

Results

93% Daily User Return Rate

through strategic content touchpoints

39% Loved Community Features

70% Average Email Open Rate

(3x industry average of 20-25%)

Reactivated 29% of Lapsed Users

31% Audio-Guided Run Completion Rate

(6x higher than typical Nike activity engagement)

48% Increased their Physical Activity

4.5X Higher Spending

Among Engaged Users

49% of users felt more connected to Nike brand

Audio-Guided Run Content Strategy & Copy

In-App UX Copy

Onboarding: "Find Your Right Team" instead of "Choose Your Level"
Live Run Details and Information
Milestone Celebrations: Automated acknowledgment of achievements
Encouraging microcopy that builds confidence

Community Engagement Content & Push Notifications

Daily Missions: Prompts to encourage user engagement and content creation
Running Hacks: Bi-weekly insights to improve the overall user experience
Coach Posts: Designed coach-led community conversations and engagement prompts
Push Notification Strategy: Drove engagement without fatigue by creating multiple engagement triggers

Emails

38% of the highest-performing emails featured "community" messaging
Coach-driven content with personal storytelling that achieved 70% open rates

Cross-Platform Nike App Promotional Messaging

Landing Page Content and Positioning

Paid Social Ad Copy and Campaign Messaging

Community-focused messaging that outperformed product-focused content