Case Study: NIKE, INC.
The Challenge
Nike’s About website isn’t just an information hub—it’s a powerful story platform. The goal was to spotlight Nike’s heritage, values, and social impact initiatives while providing an engaging, visually appealing user experience. Balancing brand storytelling with user-friendly functionality required a strategic approach to content organization, design, and technical execution.
My role as Product Manager
I coordinated a cross-functional team of designers, developers, brand strategists, and content creators. Beyond overseeing timelines and deliverables as a producer, I took on product manager responsibilities by:
• Gathering input from Nike’s various stakeholders (marketing, sustainability, corporate communications)
• Defining and prioritizing feature sets based on user and business needs
• Crafting a roadmap that aligned with Nike’s broader brand objectives and release cycles
Planning and execution
I organized sprints focusing on specific aspects of the site’s content and functionality—such as brand storytelling sections, press releases, and interactive brand milestones. Through iterative reviews and user testing, we refined everything from the site’s navigation flow to key messaging, ensuring that each update stayed in line with Nike’s brand ethos and user engagement goals.
Results
• Compelling storytelling: A reorganized information architecture placed Nike’s mission, heritage, and sustainability initiatives front and center, capturing users’ attention and reflecting the brand’s core values.
• Enhanced usability: Clear, intuitive navigation and visual storytelling elements made it easier for visitors to explore Nike’s history, leadership team, and philanthropic work.
• Consistent brand experience: By aligning closely with Nike’s design language, the site maintained brand cohesion across pages and featured content, reinforcing Nike’s identity as a global leader in sportswear and innovation.
Why this project stands out
Overseeing this initiative underscores my dual role. As producer, I orchestrated team deliverables and timelines; as product manager, I ensured business alignment, cohesive user journeys, and strategic prioritization of features. By blending these two skill sets, I helped create a dynamic, story-driven platform that reflects Nike’s values, resonates with its community, and supports long-term brand engagement.