Making Nike DotCom work harder

The handoff

Nike asked us to help make their brand shopfront work harder. Nike.com sees over 860 million visits a year, but its experience lacked cohesion, clarity and emotional impact. Key surfaces had evolved in silos. Journeys were fragmented. Nike needed a unifying system to help the platform serve both brand and business, and a partner to help define it.

The race

We worked with Nike Europe to reframe Nike.com as the digital flagship of sport. We defined a clear role for .com within the ecosystem, built a set of experience principles to guide every surface, and created modular frameworks to deliver consistent, elevated experiences across Homepage, Navigation, GLPs, SLPs and Kids.

Repositioned the Homepage as a bold editorial layer, combining brand storytelling with sharper journeys
Defined the navigation framework to reduce friction, elevate sport and balance fast and slow missions
Transformed GLPs into inclusive, mission-based entry points built on real consumer behaviours and goals
Defined the future role of SLPs as the heartbeat of sport on Nike.com, reactive to athletes and culture
Helped Nike move toward becoming the No.1 trusted partner for kids by designing journeys that meet millennial parents at key seasonal moments

This work set the foundation for a more premium, purposeful and performance-led platform, and a clearer future for one of Nike’s most valuable digital assets.

Partners in performance→