TRAIL RUNNING
For the relaunch of Nike Trail Running, I worked from a narrative approach during the concept and ideation phase, putting together a creative direction with the rest of the Brand Creative team and the agency Wieden & Kennedy.
Our misson was to position Nike Trail amongst more established trail running brands, challenging the current “pale, male and stale” representation of the trail world. Bringing in some classic Nike irreverence, we aimed to make trail running more accessible while celebrating and acknowledging the community.
Together with the Brand Creative team, I worked on the project from a narrative and writing perspective — crafting a concept that answers the provided insights, brought out a fresh new take on trail running, while staying true to the Nike TOV.
I crafted copy for various placements and created the messaging in collaboration with another writer and an external agency. I was also involved in briefing and feedback sessions with several internal and external stakeholders.
Responsibilities
Research background and interpreting brief from brand
Involved in brief and insights sessions, and presenting work
Developing a strategy to relaunch Nike Trail Running
Crafting messaging and writing copy
Formulating questions and conducting interviews with athletes
