Summary
Celebrated Nike’s most elite athletes, Volt-level Runners. Unlocking Volt is the rare achievement of surpassing 9,320mi with the Nike+ Run Club mobile app.
- Exclusive: Managed the creation of 853 unique kits — one for each of the dedicated Nike+ members to earn Volt status — and invited them to claim a mystery reward for their commitment to the sport.
- Premium: Contained inside their kit was a one-of-a-kind data visualization of their all-time-best runs laser etched around a water bottle, and a personalized letter from Olympic Gold Medalist, Joan Benoit Samuelson.
- Result: This program achieved a 70% conversion rate and was widely shared by members on social media.
This effort was made possible by working alongside Nike’s Global Customer Knowledge team to mine the raw data, and custom software was produced to process and render each user’s top runs.
The Unlock
Sharable Poster
No Volt-level runner gets there on their own. When redeeming their Volt kit we gave them the chance to share the credit with those that cheer their every step.
Data Visualization
Created an application to visualize each runner's data and export it to a production-ready format for laser etching on a water bottle. The runner's longest run is denoted atop the tallest bar, with the date of each run in MM/DD/YY format along the bottom.
The Completed Kit
Nike+ Members Felt the Love
"Just received my Volt Pack and was thrilled + surprised. Thank you Nike. Always proud to wear and represent the Nike Swoosh."
“My @Nike #voltpack has arrived! Thank you so much @nikerunning! So many miles, so much pain and pride...lovely gift!"