One of the most famous shoe brands in the world faces a crucial problem. In fact, often retail staff at Nike Town don’t see their position as an opportunity, but just a “cash job”. So, how can we flip this perception? Giving the staff a much more relevant role. We turned them into Nike brand ambassadors. 
With the launch of Nike React, we created the first fully reactive training platform for retail teams. Using a mobile-first design, we built a digital platform that reacts to each individual's profile. The more you train, the more you unlock. The app reacts with smart labels, turning our flagship stores into a training space. Moreover, the platform unlocks unique events both in and out of the store, while releasing bespoke content to turn our staff into brand ambassadors.
RESULTS
1.4k sign-ups in the first week. With 87% engaging with our bespoke content.

CREDITS
ECD: Neil Mason
Creative team: Michele Bona & Michael De Piano