Nike
Jordan Brand
Producer
2015 - 2016
While at AKQA, I ran Jordan Brand's annual $1.2 million retainer for Jordan.com, leading the production for weekly and monthly campaigns and online brand storytelling.
​
Jordan is one of Nike's premium brands, and our challenge was to make Jordan stand out on Nike.com as such. Even thought we ran into creative limitations with the general Nike CMS, we pushed the limits of Nike's website components, often setting the standard for other teams at Nike HQ. I lead these efforts as project manager, setting milestones, tracking scope, managing overlapping timelines, and coordinating cross functional teams, geo localization, and affiliate partners. With unforeseen key cultural moments frequently taking place in the sneakerhead community, I had to also be flexible and shift priorities quickly in the project timeline. This required careful communication with client executives to set expectations and guide them through the creative process.
Product Launches
The Jordan Brand is very in tune with their sneakerhead community, which made for a fast-paced, always-changing schedule of launches to keep the website aligned with current events and social media. I managed overlapping timelines for monthly planned product launches along with ad-hoc page designs of revitalized AJs to meet these demands. In addition to timelines, I managed budget and resources, forecasting, and communications with account leads, management, and clients.
Look Books
Every couple months we would create a seasonal look books to highlight various Jordan Brand lifestyle or training lines. The look books were a valuable place to experiment and evaluate metrics and click-throughs using various UX layouts, since they weren't as high profile as the shoe launches. Knowing majority of users are on mobile, we optimized designs for mobile screen sizes, and found people were more likely to scroll through a "flip book" style carousel component than scrolling down a long landing page.
Brand Storytelling
The Jordan Brand has a rich history, from Michael Jordan's many accomplishments to cultural icons like Marvin the Martian. However, because Nike.com is an ecommerce site, only external fan sites owned the Jordan storytelling, and Jordan wanted to change this. For the Air Jordan's 30th anniversary, I managed efforts to create a Jordan 30th page, complete with video interviews from Tinker Hatfield and others to discuss the history and cultural relevance of the iconic shoe. I also lead efforts to lay out the strategy and recommendations for what eventually became the Jordan blog.