Strategic Communications, Nike NFL Launch

The Season Starts with Me: Program Launch

Challenge

Just four months before Nike launched its game-changing contract with the NFL, a critical team member was needed: the supply chain program-wide organization (accountable to nearly 1,000 Nike employees) required a communications expert to manage a comprehensive marcom program.

With many months in the making and multiple cross-functional teams involved, this role entailed the creation of branding and marketing programs that resonated with the internal employees involved in this wide-scale change.

Insight

Becoming an internal consultant as part of Nike’s Transition Management Center of Excellence, I worked closely with a program management/leadership team comprised of Lean Business Solutions, Supply Chain, and Technology partners. Over the course of six months, I leveraged three key competencies to address program needs:

  • Communications are key to supporting the awareness, understanding, commitment and adoption by key stakeholders and users.
    My tools included Campaign Monitor email newsletters, SharePoint collaboration, online surveys, and event planning–all in the name of ensuring that all teams involved were on the same page, and amped to launch the NFL business.
  • Brand Marketing
    Driving an internal communications plan anchored in a solid brand marketing strategy meant taking a cross-category, cross-functional approach. The awareness and engagement campaigns I developed extended from ideation through execution, and served their purpose in supporting the Nike Maxim the teams embodied: “Evolve Immediately.”
  • Transition Management leads complex organizational change, ensuring business readiness and creating awareness through effective communication.

Impact

With multiple cross-functional parts of the business dedicated to the successful launch of the NFL business, maintaining a serious level of awareness, commitment, and excitement about their mission was the ultimate goal of these six short months. Our tools included a holistic approach to program branding, community events, and collaboration tools. In the end, we fostered a new level of collaboration between Nike business and technology partners–and created lifelong relationships that helped to launch the game-changing NFL business.