Role
Collaborators
Scope
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 was to 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—while maintaining Nike’s brand standards and cultural relevance during a critical growth period.
As Head of Design at Thesis, Britta guided the creative team through strategic direction, rigorous quality standards, streamlined processes, and close stakeholder collaboration.
Working with Nike’s Consumer Construct studio and cross-functional partners, the team unified execution across every touchpoint by using Nike’s global design systems and evolving visual frameworks. The system scaled across formats and regional needs without losing the core Play New message.
The work also required removing operational roadblocks, improving workflows, and solving resourcing constraints so the team could deliver at volume and under tight timelines.
Play New launched across Nike’s digital channels with a fresh, empowering message that reached millions worldwide.
By pairing high-volume operational rigor with culturally attuned creative, the campaign strengthened brand affinity and supported growth in digital engagement and campaign-driven conversion.
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britta@groveandriver.com ↗
