DICK’S x Nike Membership
The Ask: DICK’S Sporting Goods and Nike joined forces by providing a connected membership to their audiences. Early into the merging of memberships, it became clear that there were growth areas in establishing consistent positioning for the program. This prompted my team’s inclusion as a third partner, tasked with providing meaningful clarity for the newly developed DICK'S ScoreCard x Nike Membership, plus guidance in driving acquisition and conversion efforts, ultimately through a diverse range of creative strategies.
The Execution: Our first step in grounding the membership was establishing new creative partnership guidelines. Armed with a clear positioning strategy for the membership, we moved into action by implementing our activations.
Check out the case study to learn more.
Partnership Creative Guidelines
Following an audit of existing messaging and design, we set about crafting a refreshed framework that would instill coherence throughout the membership experience. This newfound clarity was achieved by implementing specific parameters for both copy and design.
On the messaging front, we clarified the name of the membership itself, established what to call its members, defined a consistent tone of voice, and aligned on the three key benefits to highlight.
Driving Awareness to the Membership
Armed with a clear positioning strategy for the membership, we moved into action by implementing our activations. Here, you’ll see some favorites that highlighted messaging and drove results for our clients.
The Story Of
The Story Of is a storytelling series focused on hyping up new Nike gear and its exclusive release that's only available to DICK’S x Nike members. Sharing the stories behind these shoes creates meaningful connections with our members, while also honoring the evolution of sport and staying focused on the future of innovation.
DICK’S x Nike Membership Emails
By utilizing email comms that come from DICK’S Sporting Goods, we’re able to promote the membership directly from one of the partners. To do so, we created email module templates for specific seasons, sports, and special moments.
Nike Member Days
A celebration of Members, Nike Member Days features special offers exclusively for DICK’S x Nike members, promoted through dotcom, social, and DICK’S email.
