NIKE
Nike needs no introduction.
I’ve spent the last 5+ years on the team currently known as Global Product Writing. Our output spans nike.com and -.net, the SNKRS app, in-store signage, social media, and more. But more than anything else, we’re known for breaking product writing down to a science.
Technical Outerwear
The obstacles in writing about technical outerwear are numerous: validating performance claims, navigating third-party trademark law, responsibly telling sustainability stories, and most importantly, conveying the fit, feel and look of the product.
Doernbecher Collection
Every year, Nike collaborates with Doernbecher Children’s Hospital to create a collection of vibrant, playful products using the ideas and designs of patients at the hospital. Telling the stories of the kids and their designs is extremely rewarding.
Performance Shorts
Creating the content strategy for performance shorts, we wanted to give shoppers a way to compare different products and understand how their features stack up at a glance. I created a strategy using the “More Benefits” section which bulletizes the key elements of each design for easier comparison by consumers. Although a major departure from our traditional product description-focused strategy, early returns have been promising.
Lifestyle Apparel
In literary terms, writing about lifestyle apparel is more poetry than prose. Yes, it’s still important to have a solid understanding of the technical elements of the designs. But the core of the strategy is about making choices of tone, rhythm and vocabulary.
In-Store Signage
This type of copy can be found in nike stores hanging with the products themselves to provide extra context to the consumer. Our mission was to specifically highlight elements that might otherwise go unseen when viewing the garment in person.
B2B Product Stories
This type of copy is produced for third-party sellers of Nike product. The goal is to build hype for upcoming releases while also adding some specific nuggets of info to start the process of educating these sellers on the new products.
