Content Strategy for Nike's Running App

Create content for Nike's first community-driven running app that makes running accessible to aspiring runners while maintaining Nike's performance brand. The challenge: balance Nike's aspirational voice with inclusive messaging that removes barriers to entry.

Owned the entire content experience across all 8+ touchpoints. Determined what content and copy were needed, where it belonged, crafted it, and optimized based on user data and research.

Audio-guided run content strategy (30+ runs)

UX copy (onboarding, microcopy, UI text, in-app notifications)

User communications strategy: emails (70% average open rates) and push notifications

Landing pages and paid ad copy

(3x industry average of 20-25%)

See the rest of my work on this project here: https://copyfol.io/v/emilydinuzzo/nike-momentum