Nike By You — Creative Direction & Experience Strategy
As Creative Director for Nike By You, I helped shape the strategic creative direction of Nike’s global customization platform and supported the 2019 relaunch of the concept. The focus was on building scalable, future-facing systems that enabled personalization while maintaining brand consistency across markets.
Nike By You studios across key global cities operated as collaborative design environments, pairing customers with Store Athletes to guide and execute premium customization across footwear, apparel and accessories. The experience emphasized service design, storytelling and human connection—positioning customization as a platform rather than a product.
This work advanced Nike By You as a globally adaptable expression of innovation, creativity and community.
