Some programs are handed a script. This one needed people who could own the message themselves.
The stakes
Student behavior doesn't change because a brand tells it to, it changes when students lead the change themselves. That meant designing an experience that could transfer Nike's energy from Beaverton to Columbus and make it feel like it belonged there, while handing brand representation to fifteen unvetted college students for the first time, a real risk if the format didn't work.
The solution
We ran a vetting process that narrowed over 300 applicants to the top 15 students, then brought that cohort to Nike World Headquarters for an immersive workshop featuring guest speakers Kevin Carroll and Coach Bennett. I built the workshop materials, helped each student shape and prioritize their own project idea, and mapped out what it would take to bring that idea to life on campus. I also supported the site design, which accepted student applications, showcased active projects, and gave Nike stakeholders visibility into the program's progress.
My role
I covered UX design, strategy, and messaging, alongside a producer, UI designer, developer, and video lead from Uncorked Studios. Once students returned to Ohio to prototype their projects, I stayed on to support their marketing and communications efforts.
What happened next
One project successfully launched on campus in August 2019 and the full cohort experience was documented and celebrated, before the pandemic cut the program short the following spring. The work still drove expansion to the University of Texas and a full rebrand, ultimately becoming Nike U Move.
Key takeaway
Culture change on campus came from giving students real ownership of the message, not from directing it top-down.
The team
Strategist & Workshop Facilitator | Sojin Rank |
Project Lead | |
UI Design | |
Engineering | Josh Ellington |
Video Production | |
Nike Team | Alex Lebo + Heidi Simmons |