NIKE
Wrote high-impact copy for digital, retail, social, and influencer touchpoints, ensuring brand voice and messaging resonated across all platforms. Developed product-centric narratives that aligned with seasonal trends, driving engagement and conversions. Crafted clear, compelling, on-brand copy for product descriptions, email campaigns, digital ads, and social media, strategically highlighting Nike's collections. Led narrative-driven copy for high-profile collaborations, blending athletic performance with fashion, personal stories, and cultural moments. Ideated engaging content for major brand activations, such as Nike’s Fashion Week brand moment 2024, and collaborated with key partners like Luar to blend performance-driven products with bold fashion statements. Maintained a consistent brand voice, ensuring tone was culturally relevant and aligned with Nike’s overall identity. Ensured the validity and clarity of all written materials, from initial ideation through to the final copy review process, incorporating feedback from senior stakeholders and collaborating across teams.
CAMPAIGN NARRATIVES
Women’s FIFA World Cup, Canada (2023)
Contributed to narrative development under the Nike Brand Narrative Director for the Canadian Women’s National Team kit campaign, bringing to life athletes who transcend the game and accelerate the future of sport for all. The campaign featured Kadeisha Buchanan, Quinn, and Christine Sinclair, translating Dri-FIT ADV technology, body mapping, and performance-driven design into storytelling that celebrated movement, body-conscious design, and national pride. Conducted athlete background research and developed editorial questions, crafting social-first content across TikTok, Instagram, and other digital platforms, including captions, creative briefs, and content brainstorming. Developed and anchored the campaign’s “Forever Unwavering” messaging, positioning the athletes as icons while exploring how conviction, confidence, and hunger intersect on and off the pitch. Built a cohesive storytelling universe connecting athlete journeys, team heritage, and fan engagement, ensuring all campaign content resonated globally.
Nike x Luar, NYFW (2024)
Developed social storytelling for Nike, featuring singer-songwriter and Queens native Maria Isabel. Highlighted how she styled the newly released Air Max DN during Luar’s FA24 presentation, crafting captions and content that positioned the sneaker as a fashion-forward, performance-driven product, blending lifestyle, cultural relevance, and brand narrative.
Nike X Yoon Ahn (2024)
Contributed to shaping the storytelling and narrative world for Yoon Ahn’s Nike Women collection, anchored by Naomi Osaka’s US Open comeback kits. In collaboration with the Brand Narrative Lead, the campaign turned performance apparel into a “magical-girl” experience on court, blending Japanese subculture influences, bold design, and athletic identity. Focused on world-building that connects Osaka’s personal journey, Ahn’s fashion vision, and Nike’s sport heritage, creating a cohesive universe where style, self-expression, and performance intersect.
Deion Sanders Nike Air Max DT ‘96, Relaunch (2024)
Collaborated with the Brand Narrative Manager on the relaunch of Deion Sanders’ Air Max DT ’96, highlighting the enduring “Prime Time” legacy. The campaign celebrated Sanders’ dual-sport dominance, his sons’ involvement, and the intergenerational power of the Sanders family—connecting the original 1996 turf design to a new generation of athletes and fans. World-building emphasized heritage, swagger, and cultural relevance, positioning the shoe as both a performance icon and a symbol of unstoppable legacy.
AirMax DN, Launch (2024)
Contributed to messaging and narrative for the launch of the Nike Air Max DN, framing it as the next chapter in Air technology. The campaign highlighted the shoe’s “Dynamic Air” cushioning system, blending performance innovation with street-ready style. World-building emphasized everyday motion, comfort with attitude, and a modern reinterpretation of Nike’s heritage, positioning the Air Max DN as a versatile, style-forward essential for a new generation.
Editorial Interviews
Product Descriptions
We Transcend | AAPI History Month
FAMILIA | Latin History Month
Social
Organic and Paid
Site and App
