Nike Track Club

Building Community

I was tasked with rebranding the Nike Track Club, a Finish Line exclusive retail destination for runners.  I developed a launch activation and 365 seamless consumer experience that blurred the line between online and offline.  The first task was building community in order to humanize the new Nike Track Club identity. In order to do so, I co-created an influencer network with the Finish Line team with a focus on women.

The rebrand kicked off with an exclusive event that provided early access to Nike’s Lunarglide 6 running shoe. We surprised and delighted the group of women with an invite to run the sold-out Nike Women’s San Francisco Half Marathon. Training plans were provided for the women to run together physically or digitally, which was promoted across Finish Line channels.

I built the #NikeTrackClub community fuelled by influencer content and product seeding. The activation drove increased digital engagement as male and female Finish Line consumers kept asking how they too could join the Nike Track Club.  The appetite resulted in store run clubs in the SoCal area and a community that still runs together today.