Client

Nike
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Responsibilities

Creative Direction
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Information

Nike partnered with My team at Instrument to rethink loyalty and evolve Nike’s membership program to set a new standard. We strategized, concepted & branded programs around services that deliver a connected shopping experience, such as a member-exclusive shop and tailored rewards like “Member Exclusive Products” that are based on a member’s interests and purchase behaviors.

Nike's core mission has always been to serve Athletes*—and they do so through an increasingly complex ecosystem. They came to Instrument for help connecting the brand experience throughout. Together, we created a truly unified experience that fosters cohesion and direct relationships, transforming Nike consumers into Nike Members.



*If you have a body, you are an athlete.

In order to make Membership everything we knew it could be, we first had to make it the North Star for Nike’s model of enagement. Aligning stakeholders from a wide range of categories and organizational disciplines afforded us the tools we needed to create opportunities of influence throughout Nike’s digital and physical experiences.

Reimagining the Membership Brand

To make the Nike Membership experience maximally inviting, we needed brand messaging that reinforced its advantages. Crucially, our research indicated that Nike’s previous “NikePlus” name and positioning was turning potential Members away — they didn’t want to join a sub-brand, they wanted to join Nike. In removing that barrier, we helped consumers understand that Nike was offering what they were looking for.

Inviting Members In

We flooded the Nike ecosystem — from digital touchpoints to physical locations — with messaging, tools, and services to help consumers understand the unique and personalized benefits of Membership.