NikeiD

NikeiD was the first digital service created by Nike in 1999. It is the customized product division of Nike for both style and performance. In 2014, I was the head of global brand marketing and led the repositioning of NikeiD for the global and geo brand teams as well as cross functional teams in digital and retail.

During my time in NikeiD, I reset the strategy and brand vision for the division. By spending time doing in-depth consumer research, we were able to sharpen the consumer mindsets that NikeiD could serve in partnership with the company categories.

Key results during my time in this position: NikeiD produced the highest growth rate in 10 years (+40%). And, we broke 3 sales records in 2014.

Sport Moment with Kobe Bryant

On Dec 12, 2014, Kobe Bryant Hit 32,293 points beating Michael Jordan's shooting record. NikeiD celebrated the sport moment with a limited edition shoe.

Product Athlete Integration

NikeiD sold more than 5,000 customized pairs online in 6 hours. This shoe set a new record for revenue in one day for NikeiD.

Repositioning NikeiD as a Service

NikeiD is a service that partners with other categories at Nike. In our consumer research, we discovered that consumers had different mindsets when it came to personalized or customized products. Some consumers wanted to create something from scratch, some just wanted to make a few small edits and others were looking for customization to improve their performance in their sport.

NikeiD for the "Creator"

NikeiD for the "Editor"

NikeiD for the "Competitor"

NikeiD Occasions: "When It Matters"

This was a concept to promote the use of NikeiD for special occasions, personal moments and milestones.