UI Design | Creative Led | Community Activation📍 Nike Direct / Membership Platform
Nike Membership | Global Retail, Digital Experiences
Nike Membership | Global Retail, Digital Experiences
CLIENT : Nike
INDUSTRY : Sports & Fashion & Lifetsyle
AGENCY : OMM London
INDUSTRY : Sports & Fashion & Lifetsyle
AGENCY : OMM London
CHALLENGE
How do you transform Nike Membership from perks and drops into a living, daily experience that blends community, sport, creativity, and lifestyle?
Nike’s first globally coordinated Member Days in 2021 aimed to:
• Deepen engagement and loyalty
• Reward existing members
• Drive new sign-ups via exclusive, playable moments
• Deepen engagement and loyalty
• Reward existing members
• Drive new sign-ups via exclusive, playable moments
This campaign needed to work across mobile, social, email, mailers, and in-store activations across Europe.
SOLUTION
We crafted a mobile-first, user-led experience that turned Members into activators:
• Challenge flow: sign up for sport, lifestyle, or community-themed missions
• Social validation loop: users photographed their best responses
• Creative expression: applied filters/stickers
• Community gallery & ranking: peers vote with emojis
• Ongoing visibility: best entries streamed to Nike Store screens across Europe
• Incentive: daily winner awarded a cash prize
• Challenge flow: sign up for sport, lifestyle, or community-themed missions
• Social validation loop: users photographed their best responses
• Creative expression: applied filters/stickers
• Community gallery & ranking: peers vote with emojis
• Ongoing visibility: best entries streamed to Nike Store screens across Europe
• Incentive: daily winner awarded a cash prize
The result: community-fueled participation built into every channel.
PROCESS
Ideation & Concept
Defined a playful, community-driven challenge loop that encouraged members to move, create, share, and win.
Defined a playful, community-driven challenge loop that encouraged members to move, create, share, and win.
UI/UX Design
• Designed mobile flows for seamless login, challenge selection, photo capture, customization, gallery navigation, and voting
• Created assets and templates that aligned with Nike’s Member Days visual identity
• Built paths that felt quick, rewarding, and social moving beyond transactions into participation
• Designed mobile flows for seamless login, challenge selection, photo capture, customization, gallery navigation, and voting
• Created assets and templates that aligned with Nike’s Member Days visual identity
• Built paths that felt quick, rewarding, and social moving beyond transactions into participation
Integration & Live Activation
• Engineered web-based entry flow (embedded in Nike app/email)
• Worked with in-store teams to feed winning content into digital displays in key European retail locations
• Coordinated campaign assets, social strategy, support messaging, and prize mechanics
• Engineered web-based entry flow (embedded in Nike app/email)
• Worked with in-store teams to feed winning content into digital displays in key European retail locations
• Coordinated campaign assets, social strategy, support messaging, and prize mechanics
OUTCOME
- Strong uplift in engagement and app check‑ins (Nike reported record weekly active users during Member Days)     
- Major spike in community sign-ups and retention consistent with Nike membership goals: awareness, acquisition, and loyalty 
- Shoppable, shareable user content that reinforced Nike’s identity as both performance and culture
- Member Days became a repeated annual ritual, globally recognized as a festival-like member celebration  
- Major spike in community sign-ups and retention consistent with Nike membership goals: awareness, acquisition, and loyalty 
- Shoppable, shareable user content that reinforced Nike’s identity as both performance and culture
- Member Days became a repeated annual ritual, globally recognized as a festival-like member celebration  
IMPACT
Nike began to talk not just about exclusive shoes or discounts but movement, creativity, and belonging.
Members weren’t just consumers they were content creators, athletes, and key voices in the Nike story.
Members weren’t just consumers they were content creators, athletes, and key voices in the Nike story.
WHAT’S NEXT
This model can evolve into:
• Gamified loyalty loops tied to digital wearables or NFTs
• Collaborative challenges across local communities or clubs
• In-app content loops tied to real-life movement data (Run Club, Training Club hybrid activations)
• Gamified loyalty loops tied to digital wearables or NFTs
• Collaborative challenges across local communities or clubs
• In-app content loops tied to real-life movement data (Run Club, Training Club hybrid activations)
LINKS
Case Study here
Case Study here
