The global team supplied the membership playbook and Member Days creative direction. These established the campaign’s messaging, colorways, typography, lockups, and contact-sheet graphic language.

My work translated those foundations into creative for North America’s programming. The campaign covered different interests, including fitness, running, style, basketball, and fan gear. Each execution needed to make its benefit and next action clear while contributing to the wider Member Days experience.

The brief also called for distinct treatments for general campaign communications, product marketing, and promotions. Promotional creative needed to combine the Member Days identity with Nike’s existing promo system. These requirements shaped how the campaign’s visual language adapted to different content.