Nike Community Forum is the Reddit for athletes and fitness fans. A bulletin board where athletes can stay up-to-date, get tips from Nike coaches, and gain insight and motivation from each other.  


The “Just Do It” digital campaign ask was to inspire users to get out of their comfort zones and enable them to do things they've only dreamed of doing. As digital strategist at Instrument, I helped pitch and concept Nike’s first owned social network to meet this challenge.  


Shared Goals — Once signed up, users were able to join various groups centered around certain fitness goals, like training for a half marathon. 

Community Driven — Users were able to ask or respond to comments about training, product, or activations and events. They also received inspiration from Nike coaches and athletes. 

Global — The platform served multilingual conversations through Google Translate. 


The Nike Community Forum received 1.1M+ site visits and connected more than 150K people. 


DIGITAL / UX Strategy
Brand Strategy