Nothing But Gold, A Nike Project

NBG is a social commerce experience built to serve the Gen Z girl merchandised for her, in her path. We’re currently partnering with Snap, Inc. as innovation partners utilizing their Story Kit and Camera Kit SDK integrations. 

The glaring problem:

Nike, a company widely known and loved throughout the sporting goods industry and a pioneer in sportswear fashion, has historically failed to build meaningful connections and purchasing pipelines with a critical consumer: teen girls. My team at Valiant Labs was tasked with building Nike’s teen girl business, and I worked on everything from initial mockups for investment pitches, consumer listening tours, early A/B content testing, to wireframing, prototyping, and designing the final product and collaborating with a full development team through deployment.

Building it right, for Her:

Through talking with teen girls and immersing ourselves in their world, we realized where Nike falls short. True, girls are buying Nike product. But the problem for our corporate investors was that girls aren’t buying on OUR platforms, so Nike isn’t building meaningful, long term relationships with this consumer (and therefor missing a major LTV opportunity). So we set out to build a fun, social-content driven shopping experience that leverages UGC, shoppable videos, real-time data trend visibility, and Pinterest-like Favoriting functionality and seamlessly integrates content with Snapchat’s Story Kit SDK integration. Future functionality will also integrate Snap’s Camera Kit SDK to feature immersive AR wellness experiences.

Feature 1: Shoppable UGC

Feature 2: Dynamic Data Viz

Feature 3: Reimagined Product Detail Page

Acquisition Strategy:

Building a great app isn’t enough – we needed to come up with an acquisition strategy to get the most qualified girls into our beta environment as test users once we launch MVP in TestFlight. My team is currently building a plan to A/B test acquisition ads from social media to a web flow where users can download our beta app and join a community of 10,000 initial testers. Getting teens into the app who love sport, style, social, and self care will ensure that we can gather data that will help us hone the experience in the right way, and prove early viability back to Nike.

Agency partners: Enjoy The Weather