EMEA digital product features that scaled across the world
Built in the region, adopted by the territories, copied globally.
Nike · Marketing Manager → Director, Activity Apps EMEA · 2020–2022 · Led
The brief
During the pandemic, live Nike workouts on YouTube Live took off. So we built a live-workout feature into Nike Training Club, designed to stream social workouts across very different European markets at once. The real ambition was to launch something out of EMEA strong enough that other regions would choose to adopt it, instead of EMEA adopting whatever HQ built.
What I did
I led the content and marketing launch of NTC Live across EMEA with product, authoring and key-city teams. Through a bespoke editorial plan by country, the feature quickly became the go-to way for every key territory to produce local workouts, in local language, with local coaches and trainers. Alongside it, I drove the first non-English localised Audio Guided Run library, which made us the first localised country globally for that content.
The result
NTC Live worked from the start. Live local sessions outperformed global on-demand workouts and became the main retention driver for Nike Training Club across EMEA territories. The NTC Live business case was picked up by other geographies and scaled globally, and the localised audio model was replicated around the world.
Why I'm proud of it
I'd long believed localised content matters to a big share of Nike's audience, and it was good to see that borne out: local content performed better than translated or English content in non-English markets. Even in the UK, NTC Live and the Audio Guided Run were localised, not by changing the language but by carrying a local flavour through local trainers and coaches.
- Product
- Growth
- Sport