As Digital Brand Director for Nike EMEA I was responsible for leading and directing the development of Nike EMEA’s digital brand presence. This was split between five main categories- Football, Running/Nike+, Nike Sportswear, Womens Training, and Basketball and covered websites, social media, mobile, and services and utilities.
One of the biggest campaigns I was responsible for was 'Men Vs Women' for Nike+.
Our challenge was to raise awareness of the Nike+ system (a chip in your shoe that collects your running data and plugs it into a vast online community). The Nike+ community was 70% male, so a major goal was to attract more female runners. How did we do this? Stoke the oldest rivalry known to man of course.
Men Vs Women was the most successful Nike Plus challenge ever, attracting over 120,000 new registered runners including over 50,000 female runners.