Nike Brand Experience Playbooks

As Managing Director and Executive Producer at A_DA (later acquired by Superfly), I oversaw production and client service on a set of Experience Design Playbooks for Nike in 2022 and 2023, working closely with the Nike Global Brand Experience team.

The Playbooks ranged in theme from the Future of Fitness, to Nike X Festival and Airmax Day.

They laid out overarching experience formulas, concept libraries, designs and deployment instructions for a variety of retail and external experiences to launch across all Nike geos.

Each experience was designed to scale and work in different contexts - from classic Nike storefronts to external purpose-built environments around the world. Aside from the strategy, concepts and designs we developed, our other deliverables included scalable experience dimensions, content capture toolkits, kit of parts breakdowns and asset frameworks for all digital and physical components involved. This made the playbooks as plug and play as possible for Nike employees to stand up experiences customized to the needs of their locations.