Nike AthleteHQ
Building Nike Sport Marketing’s first system for knowing its athletes.
Nike signs 10,000 athletes but only meaningfully engages 5% of them. Sports Marketing was running a 20-year-old process of phone calls and spreadsheets with no real-time data.
I led end-to-end designs on a new system — an athlete-facing mobile app, an internal web and mobile portal for Sports Marketing. The MVP shipped during the 2024 Track and Field World Championships.
Seen as a whole individual - beyond just a performer
Athletes wanted to be seen as whole people, not just as performance. Sports Marketing needed visibility they'd never had.
The app onboards an athlete in under 3 minutes — replacing a 45-minute Airtable intake — and surfaces the identity, interests, and goals that make matching possible.
Right athlete.Right moment.Right opportunity.
Sport reps needed to find the right athlete for the right moment without paging through spreadsheets. Live dashboards, filter, and real-time polls replaced weeks of manual briefs.
Beyond the swoosh.
Beyond MVP, I worked with another Senior Designer to help envision what athlete-led commerce could look like — athlete picks, personal stories, and fundraisers stitched into the shopping experience. It gave Sports Marketing a north star to point engineering and leadership toward.
Team
- Nike Valiant Labs / Advanced Innovation Collective
- Nike Sports Marketing
- Nike Sport Research Lab
Time to Onboard
dropped from a 45-minute Airtable form to under 3 minutes in-app.
Key Profile Data
up from 60% completion on the legacy spreadsheet process.
First Week Engagement
72% of invited athletes answered a poll within 7 days of onboarding.
Athlete Satisfaction
4.7 / 5 average rating from athletes on the MVP post-launch.
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