The Challenge
Nike needed to drive daily engagement with younger football fans in EMEA while strengthening the role of the Nike app as the hub for personalized sport, culture, and commerce.

The Solution
Interactive playbooks extended across the app’s Feed, Comment, Inbox, and Checkout features to surprise, engage, and reward members through content, challenges, and exclusive experiences.


I was contracted to evolve Nike’s Football App, moving it beyond static content into dynamic daily touchpoints. The work included live training sessions, interactive games, shareable challenges, and shopping events that unlocked exclusive rewards such as digital art, team merchandise, athlete video chats, and discount codes. By broadening the mix of experiences, the initiative deepened member connection with the app and opened up new ways for fans to engage with Nike on and off the pitch.

Team: Man Yong Toh