Nike Purpose
Nike Purpose puts a spotlight on Nike's investments in people and practices that drive positive change, an ambitious effort to raise expectations and inspire innovation across a rapidly evolving global landscape while protecting the environment for tomorrow's athletes. As part of an agency team, I helped position the site as a new Nike property, one built to showcase Nike's impact and tell honest stories about the good the company was doing.
client
Nike
year
2020
timeframe
3 Months
Problem statement
Nike had been seen as lagging behind in the purpose and sustainability space, and needed a site that could genuinely convince skeptical audiences, including stakeholders and NGOs, that Nike meant what it said. Prior to this project, Nike's purpose driven efforts lived only on its general About page, which wasn't built to carry the depth or credibility this story needed.
Solution
I helped the team understand Nike's business objectives and conducted competitive research to see how other companies were approaching purpose driven storytelling, informing a site strategy built around audience needs and brand commitments. This positioned the new site as a dedicated home for Nike's purpose driven storytelling, separate from the general Nike site.
I developed the content strategy, user flows, and wireframes that the design and development teams used to build the site. As part of this work, I also helped align stakeholders across five distinct commitment areas, balancing factual, results oriented reporting with the emotional narrative needed to genuinely connect Nike's commitments to its audiences.
Beyond strategy, the broader team brought this work to life through original content, including a documentary film and photography from Putian, China, following Mary Li's journey from the factory floor to leading operations at LN4, a Nike contracted factory. That storytelling helped humanize the site's larger purpose driven narrative.
Outcome
The site was launched by Nike CEO Mark Parker.
Awards
Webby Award: People's Voice Award for Best Homepage.
Tablet mock up and hand drawn wireframe sketches.
Examples of design comps for modules.
Example mock up of a detail page.