While Nike has always stood for one principle—empowering athletes to reach their full potential—but online, it was a different story: Over 70 different digital properties that weren’t consistent or in concert. Brand and sport category destinations weren’t integrated with e-commerce, and visitors often weren’t able to view content on their phones and tablets. We reimagined the entire Nike digital ecosystem, streamlining products, services, and brand inspiration—all under one roof. The new Nike.com is based on athletes’ behaviors, both on- and offline. Fast, light, and scalable, Nike’s new home unifies brand, commerce, and social into one robust destination.

The new Nike.com is based on athletes’ behaviors, both on- and offline: what they were doing online, what they were doing with Nike products, how they were shopping. It’s visualized through a common design language shared by active communities like Nike+ and premium services like Nike ID.

The result was Nike’s first website ever to serve their entire consumer base: athletes at every level in every sport, around the world. 70 different digital properties are now unified by a common design language. Content can be viewed in languages for every country around the world and on any kind of mobile device. Campaigns and commerce are now one unified brand story instead of separate entities.