Nike Women's Training
I have worked in the Nike Women's Training category 3 times during my Nike career. The first time in the category, I was the Global Digital Brand Director and I created Nike's first iPhone app: Nike+ Training Club. From 2009-2010, site traffic to nikewomen.com increased +130% and sales conversion increased +500%.
The second time I was in the category, I was the Senior Global Category Director for Nike+. This was a strategic role for integrating Digital Products and Services with Nike Training products and experience. I created the strategic road map with the cross functional partners (business, digital, technology) for what became the dual gender Nike+ Training Club for the Women's Training category and the Men's Training category.
My most recent role in the Nike Training category was Senior Global Brand Marketing Director. In this position, I was the head of brand marketing for Women's Training. I led the global brand teams and cross functional training teams for strategy, seasonal integrated campaigns and activations. As part of this role, I led an in-depth global consumer research study, repositioned the brand strategy and launched a new brand voice. In addition, I led the integrated marketing plan for the Nike+ Training Club 2016 launch.
Nike Women's Training is the top brand for footwear and apparel in all 5 of Nike's top markets.
Stop Exercising. Start Training.
This campaign launched in Jan 2017 as the Nike Training category voice for the year. In our consumer insights, we spent time understanding the consumer pain points and their training mindsets. Training is a journey of transformation...of progress. While some people talk about working out or getting fit, the truth is that their are many ways to train. This campaign defines "Training". The key difference between exercising and training is that when you train, you have a goal and you make progress. So to help motivate consumers to make progress on their journeys of transformation, we invited them to Stop Exercising and to Start Training.
Athlete Integration
We worked with professional Nike Basketball athletes, Skylar Diggins and Kyrie Irving, to launch Stop Exercising. Start Training. This work coincided with their basketball seasonal moments. They were featured in our seasonal products and both athletes had their own Nike+ Training Club workout.
Campaign Extensions
We extended the campaign to web, mobile, social and retail.
NTC Yoga Launch 2017
In July 2017, we launched Nike+ Training Club Yoga. Yoga is one of the most searched for workouts on the NTC app. The approach for our launch was to leverage our top Nike Master Trainers for yoga and key yoga influencers from around the world. Then, we used this moment to introduce our new Nike Studio Collection - featured in the integrated marketing campaign.
Nike+ Training Club Yoga to Unlock a Better You | Select Services
Featuring: Traci Copeland, Nike Master Training, NYC. Branden Collinsworth, Nike Master Trainer, Las Vegas. Sandra Riley Tang, Yogini and Musician, Singapore. Paleta Calmquality, Yogini, Movement Artist and Choreographer, London & Switzerland. Albert Mordue, Yogi, London. Krissy Jones, Yogini, New York.
Nike+ Training Club Workouts
14 new yoga workouts were released throughout the summer of 2017. The launch of NTC Yoga pushed our weekly average users to a record high across all geos.
Sport Moment / Energy Product
For the CrossFit Games, summer 2017, the Nike Training category released a special Black and Gold color way of the Nike Metcon 3.
The campaign featured Nike CrossFit athletes Sara Sigmundsdottir, Matt Fraser and Cole Sager.
Campaign Extensions
NTC feed, social and retail.
Nike FE/NOM Flyknit Bra
In Summer 2017, Nike launched its most innovative product it has ever made for a woman - The Nike FE/NOM Flyknit Bra. The sports bra is one of the most important pieces for working out. If consumers don't have the right bra, they literally will not work out. This bra was launched as part of the Nike Bra Collection which includes bras that are designed for performance and style. This bra uses the innovative Flyknit material to provide a seamless, body-hugging fit to eliminate bounce for high-impact activities.
"Sport gives little girls the chance to be equal." - Sydney Leroux
Olympic Gold Medalist/Professional Soccer Player/Mother