The Nike NBA Jersey
One of Nike’s first forays into wearable technology also happened to intersect with the first year of its NBA partnership, a major revenue opportunity.
I led content strategy, brand positioning, and product writing for the launch of the jerseys as well as their companion app. I wrote the city narratives (left), conducted on-camera interviews with subject matter experts and a film crew, and edited the video script (below) that unveiled this remarkable partnership.
About the project
My role: Senior Writer, Global Brand Experience
My contributions: Messaging frameworks, city narratives, visual center, style guide, reusable content patterns, and scalable design components
The results: A historic year, with a 25% increase and $7.4 billion revenue for NBA merchandise
See the jersey in action
Nike introduces the Nike NBA Jersey—an unlock to real-time, personalized experiences activated through the combination of the jersey, a smartphone and the NikeConnect app. This innovative marriage of apparel and digital technology gives NikePlus members and NBA fans access to incredible products, customized content, and exclusive experiences through the logo on their jersey’s jock tag.
Visual center and style guide
As part of this launch on Nike.net and Nike.com, I co-created a visual center and style guide for the Global Brand Experience team, including 20+ writers and designers. This governance framework captured:
digital best practices
reusable content patterns
product naming standards
a scalable, component-based design system
