Nike Lifecycle Marketing
At the core of Nike's marketing effort is their approach to the Member lifecycle—spanning from how they first engage with a new Member, to how they maintain engagement with exciting and personalized content. These communications include global brand moments like the Paris Olympics and always-on initiatives like a browse abandon or welcome email. This study includes just some of the creative work that I had a hand in shaping from my time at The Program.
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With love from Portland, Ore.
©Copyright 2025 Dalton Shaul. All Rights Reserved.
Crafted in Figma. Made with DM Sans and DM Mono by Colophon Foundry.
Lotux
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Nike Lifecycle Marketing
At the core of Nike's marketing effort is their approach to the Member lifecycle—spanning from how they first engage with a new Member, to how they maintain engagement with exciting and personalized content. These communications include global brand moments like the Paris Olympics and always-on initiatives like a browse abandon or welcome email. This study includes just some of the creative work that I had a hand in shaping from my time at The Program.
↑ Take Me Back ↑
With love from Portland, Ore.
©Copyright 2025 Dalton Shaul. All Rights Reserved.
Crafted in Figma. Made with DM Sans and DM Mono by Colophon Foundry.
Lotux
Work
About
Contact
Nike Lifecycle Marketing
At the core of Nike's marketing effort is their approach to the Member lifecycle—spanning from how they first engage with a new Member, to how they maintain engagement with exciting and personalized content. These communications include global brand moments like the Paris Olympics and always-on initiatives like a browse abandon or welcome email. This study includes just some of the creative work that I had a hand in shaping from my time at The Program.
Global Lifecycle Marketing
We worked with the Global Lifecycle Marketing team at Nike to supporting existing programs like “Curated For You” and “Sign-in, Sign-up” and help to develop and test bespoke programs like “Meet Your Match” and “Build Your Bag.”
Creative & Concept Exploration
For some of the net-new programs that were being tested, we had the opportunity to develop bespoke creative to elevate the program. “Build Your Bag” started as character illustrations to get a feel for the orientation and style. This then led to creating illustrations digitally and eventually settling on a final design.
Many more creative directions were explored in initial phases of the projects as seen below.
Many projects require motion elements like the ones above, so we are often tasked with taking a static concept, expanding it to work for motion, and relaying that information to a motion designer for it to come to life.
EMEA Lifecycle Marketing
After our experience on a global scale, we had the opportunity to guide the European Nike Lifecycle team in refreshing their communication design and strategy for 2025 and beyond. This involved updating content strategy for commercial triggers over multiple phases and expanding them to consumer segments by franchise or interest.
↑ Take Me Back ↑
With love from Portland, Ore.
©Copyright 2025 Dalton Shaul. All Rights Reserved.
Crafted in Figma. Made with DM Sans and DM Mono by Colophon Foundry.
Lotux