Nike Athletar
Nike’s first fully customizable & gamified 3D Avatar platform.
Brief
In China our global Membership offering is perceived as premium but lacking in clear benefits, leading to retention and engagement challenges. A problem compounded by the local consumer expectation for transparent tiered Membership programs with committed benefits and rewards.
Solution
Rethink and elevate our Membership offering to better serve the Chinese Athlete* where and how they need through a transparent tiered experience delivered via our largest commerce platform - Tmall. Better retain Members through a first-of-its-kind 365 reward - The Nike Athletar. A 365 digital representation of themselves that will level up and offer unique customization as they Move, Play & Shop with Nike.
Results
- XXX% Uplift in new member signup (vs previous year)
- XX% Uplift in user engagement (vs previous digital activations such as mini-games)
- XXX% $ Demand uplift (vs Members who do not use the Athletar)
Roles: Idea, Strategic Leadership, Creative Direction
Production: Nike Digital Design Greater China
Avatar as a Platform
All 5 major consumer moments/campaigns leverage the platform to engage and reward members through a 5-30 outfit digital drop.
3+ years and over 500+ items (Shoes, Apparel, Accessories) modelled to date.
500K+ possible combinations.
A low-cost, high-impact digital cornerstone for all future Nike campaigns and product launches.
Member engagement continues to trend multiples higher than equivalent digital experiences (Games, UGC Challenges etc)
