Nike Valiant Labs wanted a fresh perspective for the beta launch of EasyKicks, a sneakers-on-demand club for grade school kids and their parents. As creative director and copy lead, I worked to build a fresh tone of voice and executed copy across the project, from headlines to website copy to email campaigns, with a little UX for good measure. Then, when it was time to launch the brand widely under the Nike brand, I helped usher in the pivot to Nike Adventure Club, the first successful Nike startup. Brand/voice/website/email campaign/e-commerce.