Nike Lifecycle

Lifecycle marketing is all about keeping your audience informed, engaged, and guiding them toward their next purchase.

The Lifecycle team at Nike faced a big challenge: their emails and app threads were getting lost in the sea of communications sent out by Nike every day. They needed a way to stand out—while still feeling unmistakably Nike—to fully unlock the potential of their lifecycle marketing and deliver maximum value to their members.

Our task was to create a new visual center that felt both unique and distinctly "lifecycle." We then applied this system across onboarding, post-purchase, and triggered emails and app threads. In parallel, we established and implemented best practices for lifecycle communications to ensure consistency and impact.

What follows is a curated selection of triggered emails, animations, and design components that illustrate how it all came together.