Launched an inclusive community center for runners with Nike.
My contributions:
Experiential Strategy
New Business Support
The challenge:
Facing competition from emerging running brands, Nike aimed to regain relevance with non-elite runners and deepen engagement with Run Club members.
For the InfinityRN4 launch, they sought wellness partners to reinforce their role as a trusted partner to runners of all experience levels.
The approach:
I led the development of the strategy for Nike x Well+Good’s Sole Support campaign, spanning experiential, social video, influencers, and custom editorial.
Leveraging House of Good as the epicenter of the program, Sole Support came to life as a living community center for runners—featuring three days worth of supportive programming, including runs, mindfulness workshops, and bookable stretching seminars rallying around the InfinityRN4 launch.
Social video and shoppable content extensions showcased the personal stories of inspiring runners—creating an inclusive vision of a virtual running community inviting runners from all walks of life to see themselves reflected in the Nike brand.
The results:
+12K
Consumer foot traffic across three days.
The success of the program led to a three-part renewal for Nike on Well+Good, driving over $1.5M in revenue for 2024.
25%
Cver-delivery of digital impressions, with influencer videos generating +15% engagement rate.
Street-facing parklet.
Group run led by Nike Well Collective talent.
Stree-facing DJ booth.
On-site shoe try-on and purchase.
Ongoing cool down sessions for runners.
Runner’s mindfulness workshop.
Social video featuring Alejandra Castillo, sharing how the LA community fuels her passion for running.
Social video featuring Carla Anguiano, sharing how her drive to run is rooted in increasing representation for Latinx women.
Social video featuring Meg Ono, sharing how running builds resilience and how her local running club supported her recovery after injury.