In 2006 Nike launched Nike+ and kick-started a sports tracking movement. Since then, with apps and wearables, Nike has strived to get ever closer to what our athletes need and want.

But even with Nike+, Nike never used data to offer truly personalized content or experiences.

Concurrently, we were witnessing a significant audience migration away from public, social media-based conversations to the closed world of private messaging and ephemeral stories, vis a vis Snapchat, Facebook Messenger and WhatsApp.

Nike’s objective was to serve athletes with a truly personal experience on their channels, on their terms.

Nike On Demand delivered truly bespoke personal creative in the form of conversation, images, playlists, etc. 1:1 via chat and it placed Nike’s network of athletes, coaches, experts, clubs, experiences etc. literally at athletes’ fingertips.

Nike On Demand served up:

Bespoke training plans;

Personal advice from elite coaches and athletes;

Meaningful reminders;

Motivating kicks in the ass;

Personal congratulations;

General chit chat;

And lots more;

All delivered on their terms, through chat.

This gave Nike the ability to talk to individuals like individuals, and create output that was truly unique and human. No generic drills, attaboys or badges. No two conversations or user experiences were the same.