Nike → PlayNew campaign
performance marketing
creative oversight
We got to inspire millions to embrace vulnerability and try something new by delivering a bold, unified digital campaign that empowered Nike’s message across every major channel with creative and operational excellence.
Role: head of design, performance creative
Agency: thesis.agency
design direction.
accountable for project outcome.
quality oversight.
process development.
team management.
budgeting & resourcing.
Challenge
In 2021, following a year of global isolation and uncertainty, Nike launched Play New — a campaign designed to re-energize consumers by encouraging them to step outside their comfort zones and embrace the joy of trying, even if it meant failing at first.
The challenge: translate this emotionally resonant message into a cohesive, scalable digital experience across more than 40 campaign activations and multiple channels — email, app, nike.com, and paid media — all while maintaining Nike’s brand standards and cultural relevance during a critical growth period.
Solution
As Head of Design at Thesis, I guided the creative team through strategic direction, rigorous quality standards, streamlined processes, and seamless stakeholder collaboration.
Working in close collaboration with Nike’s Consumer Construct studio and cross-functional partners, we unified creative execution across all touchpoints by leveraging Nike’s global design systems and evolving visual frameworks. This allowed us to scale consistently and adapt to different digital formats and regional needs while staying true to the core Play New message.
Beyond creative direction, I played a key role in removing operational roadblocks, optimizing workflows, and providing resourcing solutions to ensure the team could deliver outstanding work within tight timelines.
My leadership extended beyond execution: I nurtured a culture of design excellence, mentored talent, and upheld Nike’s commitment to pushing boundaries and resonating deeply with diverse audiences.
Result
The Play New campaign launched seamlessly across all digital channels, delivering a fresh, empowering message that reached millions worldwide.
The work strengthened Nike’s brand affinity, reinforced its leadership in digital storytelling and innovation, and supported measurable growth in digital engagement and campaign-driven conversions.
By pairing high-volume operational rigor with inspiring, culturally attuned creative, this campaign demonstrated the power of cohesive brand experiences to drive emotional connection and business results at scale.