From Benefits to Belonging
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Reimagining the Nike Membership brand experience

Nike’s loyalty program, Nike Plus was getting lost within the larger Nike ecosystem. The benefits weren’t clear and many consumers didn’t realize they were members just by being customers. The membership team saw an opportunity to rethink the experience holistically. To reposition, rename, redesign and clarify what membership means and offers athletes.

A sense of belonging sat at the heart of this service. That drove a solution that felt straightforward, inclusive and human from naming to tone and messaging. After circling several naming and design options, the simplest and perhaps most obvious solution won out. To simply call it what it is.

Equal parts invitation and declaration

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The verbal identity works across touchpoints to invite customers to join the ranks of a diverse and asiprational membership community, from celebrated pros to everyday athletes.

Messaging can flex from short-form headlines to deeper benefit and value propositions, but it’s always anchored in the idea that– as an athlete, you belong.