Despite the global power of the Swoosh, Nike needed a strong brand positioning to differentiate its debut in the boutique fitness space.

Drawing from Nike’s powerful legacy of winning, I helped develop brand positioning centered on a simple truth: the feeling of victory is hard to come by in everyday life. Enter Nike Studios, a place where anyone, no matter their starting point, can experience that sense of victory every day.

I also developed voice and tone guidelines to keep Nike Studios aligned with its core promise and the larger brand.