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NIKE
Nike Sports Camps
Serious about sport. Built for the joy of playing.
I helped Nike Sports Camps connect the excitement kids want with the confidence parents need.
Client
YEB, USSC, NSC
Industry
Sports & Youth Development
Services
Brand Strategy, Brand Identity Evolution, Creative Direction, Messaging, Marketing Design
Launch
2024
Challenge
Kids want to have fun. Parents want to know camp is worth the investment. Nike Sports Camps needed to speak to both, balancing the energy of play with the promise of becoming a better athlete.
Across approximately 22 sports, the challenge was to create a cohesive brand expression that could accommodate different athletes, disciplines, and experiences while staying connected to Nike’s broader identity.
Approach
I brought brand strategy and creative direction together around a simple tension: make the experience exciting for the athlete and the choice compelling for the parent.
Working from Nike’s youth brand guidelines, I focused on translating a global visual language into the specific needs of Sports Camps. That meant balancing fun, skill development, and competition, with enough flexibility for each sport to have its own character.
My focus was on making the strategy useful in the work, connecting positioning, messaging, and design into a consistent direction the team could apply across camp communications and marketing.
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