Nike
Nike

Starting off on the right foot

We created Nike Coach – a seasoned trainer, friend and Nike’s first one-to-one voice experience to help new runners get started.

<div class="work-rte-section-heading" >Opportunity</div>

First step towards fitness.

If you’ve never been for a run, it’s hard to know where to begin or how to get motivated. As for finding the right shoes, it can be easy to get lost in the technical terminology.

So Nike asked us to create a voice and messaging experience that gives new runners all the answers they’re looking for.

<div class="work-rte-section-heading" >Solution</div>

Keeping pace with a personal plan.

Nike Coach helps people work towards their own health and fitness goals. It’s an easy-going and non-judgemental training experience that reminds us that even the most professional of Nike athletes were beginners once too.

With a few quick questions Nike Coach generates a tailored running plan that includes warm-ups and cool-downs, the latest Nike innovations, and tips on how to run farther and faster. Plus, users can change their goal or snooze their plan whenever they see fit.

<div class="work-rte-section-heading" >Innovation</div>

Making exercise part of a routine.

Nike Coach is one of the first branded actions to use daily updates through Google Assistant routines – keeping personalised running schedule front of mind and new runners on the move.

The conversation continues beyond scheduled run days, with pre-run prep, or post-run celebrations and recovery messages. Alongside, useful reminders to take your waterproof jacket if it’s raining, and motivational words from the pros.

<div class="work-rte-section-heading" >Integration</div>

Going the distance.

Finding the right gear is often a mystery for those starting out so the product finder is a core feature of Nike Coach. It helps find the perfect kicks and remembers recommendations so users can pick up where they left off.

Beyond getting started, we want to provide new runners with the right help and support when they need it. So, Nike Coach is accessible from Nike.com and taps into the wider Nike eco-system including Nike Run Club’s Audio Guided Runs.

<div class="work-rte-section-heading" >Feature</div>

Switching it up.

Nike Coach is one of the first branded actions to use surface switch functionality – allowing users to start a conversation on one device and pick it up on another. Whether they’re moving between Google Home, Nike.com or Assistant on their phone, the content is specially crafted to create a seamless experience.

2000+

conversations in the first week

93%

of messages were handled effectively.

74%

of people who were recommended a shoe asked to find out more.

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The details are not the details.
They make the design.

Nike asked us to increase their retail footprint in a new and interesting way. To do so, we designed an experience that allowed independent skateboard shops in LA to create their own digital storefront and populate it with a bespoke Nike inventory.

Customers could then purchase the items in-store and get them delivered within the hour. The result? A double digit sales increase, enhanced brand engagement, and a brand new, scalable hyperlocal retail solution.

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A retailer of the future

Our work opened up entirely new experiences and locations for Nike and the participating retailers. We helped a global business to innovate within the confines of a traditional retail model and think differently about how they can support their customers, as well as the end consumer.

We are now planning to scale this entire experience to other cities and other shops, while also looking at ways to enable geo-located drops for events.

All to help Nike to continually serve and support the grassroots skating scene.

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