Nike Journal
Editorial Strategy + Copywriting
Behind this global footwear giant are some truly incredible humans whose stories speak to the power of sport. Nike Journal exists to bring those stories to life. I’ve freelanced with their team to lead upfront research, content strategy and story arc development, conduct in-depth interviews (with help from Nike’s insane rolodex), and get words on the page. Here are two favorite projects:
Maximum Mileage
We interviewed runners around the world — apparel designers, Olympic hopefuls, dads crushing a few miles a week — and talked tips for making running shoes last longer. The result? A crash course in the simple, even delightful ways to get the most mileage out of your gear, underpinned by a bigger vision: wasting less.
This story ran first on Nike.com, then lived on as takedowns on Nike Running Instagram and as a set of care guides featured on the Nike Run Club app.
Work (Out) From Home
How is pandemic-era fitness shaping our future? Pro trainers and everyday athletes get real about the hacks, workarounds, breakdowns and breakthroughs that are making us stronger. From a mobile gym led by adaptive athletes to moms redefining workouts with their kids, we found that this chapter in fitness is opening the door for more inclusive movement.
Featured at launch
When Nike Journal launched in 2021, Work (Out) From Home was featured as the top story on the homepage — leading off the brand’s new storytelling platform.
Client
Nike
Role
Writer
Dream Team
Justin Abbott
Lucy McCalmont
Aimee Lynn Barneburg
Bryan Bantog
Pei-Chi Doolittle
Deliverables
Research
Editorial strategy
Subject interviews
Long-form editorial writing