Nike: FA23 Nike Member Days

The background

Nike Member Days are fan-favorite semi-annual events that put the focus on the members of the Nike community. For its August 2023 Member Days event, Nike wanted them to feel a true sense of belonging and happiness. So we collaborated with Nike’s internal creative team to create a digital experience that refreshes the wellness and joyfulness of sport in the Nike App.

耐克会员节是每半年举行一次的，专门为耐克会员举办的盛世。在 2023 年 8 月的会员节活动中，耐克希望其会员能够感受到真正的归属感幸福感。因此，我们与耐克创意团队合作，在 NIKE 耐克 App 创造了一项独特的数字体验，给运动生活来点新点子。

The execution

The FA23 Nike Member Days event followed the basic brand toolkit to be consistent with previous Nike Member Days campaigns, then added a new layer of fun and creativity. We collaborated with artist Stefano to create five prankish-but-playful characters to reinforce the hero benefits of membership.

The digital app experience also introduced users to the new Nike Member Promise structure, reinforcing how much belonging and happiness can come from being part of the community.

此次 FA23 会员节遵循了耐克的品牌调性，在与以往会员节风格保持一致的基础上，加入了更多的的乐趣和创意。我们与粘土艺术家 Stefan 合作，创造了五个可爱又顽皮的粘土角色，以一种有趣的方式来加深用户对会员福利的理解。该数字体验同时也向用户介绍了新的耐克会员福利机制，增强了用户作为耐克社区一员的归属感和幸福感。

Our team collaborated with STH to convert Stefano’s characters into 3D and stop motion, sharing new ideas about sport life. We also collaborated with Augmentum to bring the tech to life.

我们的团队与 STH 合作，将 Stefano 的粘土角色转换为 3D 和定格动画，分享关于运动生活的新点子。同时我们还与 Augmentum 合作，将项技术想法变为了现实。

The results

The FA23 Nike Member Days event took place from 28th August to 31st August and was a massive success. Through our creative approach and technical solutions, we activated thousands of viewers and achieved the aimed buzz. The digital experience in the app showed the new Nike member Promise structure and initiated a new discussion on how to further improve the future of the app.

FA23 耐克会员节于 8 月 24 日开启预热，8 月 28 日至 31 日上线，取得了巨大成功。我们的创意和技术方案吸引了数万名用户且远远超出了预期的效果。该数字体验在 NIKE 耐克 App 中展示了全新的耐克会员福利结构，也引发了关于未来如何进一步改进 App 的新讨论。