Nike

Nike Basketball

Amplifying Global Basketball Culture Through Social-First Storytelling

●

The Brief

OVERVIEW

Client

@NikeBasketball

Services

Brand Voice and Positioning, Social Playbook, Content Creation

Role

Creative Direction
Brand Strategy

OPPORTUNITY

Nike Basketball needed more than a presence on social media—it needed a social identity as dynamic and fast-moving as the sport itself. While the brand’s voice was already unmistakable across campaigns and courts, its social strategy hadn’t yet caught up to the pace of culture. The challenge: translate Nike Basketball’s iconic voice into a digital-first approach that could engage global fans in real time, reflect the pulse of the sport, and reinforce the brand’s place as a cultural leader in the world of basketball.

SOLUTION

I led a multidisciplinary team in building a social-first strategy that redefined how Nike Basketball shows up online—shifting from a broadcast model to one rooted in interaction, agility, and cultural relevance.

We developed a comprehensive social playbook anchored in an original strategic framework, Touch Asphalt, which positioned Nike as both participant and pace-setter in basketball’s global conversation.

Our team launched a series of agile content franchises—like the fan-favorite Shot Clock—blending highlight-driven storytelling with cultural insight to deliver fast-turn, high-impact narratives. From WNBA rookie debuts to LeBron and Sabrina footwear launches, we built real-time content workflows and creative guidelines that empowered Nike and its partners to show up consistently, authentically, and ahead of the cultural curve.