Touch Asphalt

Client
Nike Basketball

Role
Creative Director

Type
Brand Strategy

The foundation of everything I’ve done with Nike Basketball is the digital playbook, a document I first created in 2019. In early 2023, Nike Basketball approached us to revise the document to meet the organization’s evolving needs and reflect the latest trends in digital media.

World Class, Culturally Relevant, and Social First

Every global brand struggles to move at the speed of social. And as the brand synonymous with basketball, Nike Basketball needed a way to participate in hoop culture in real time, without losing the *Just Do It* gravitas fans expect.

Don't Be Extremely Online. Be Extremely Plugged-in.

The only way to embrace culture is to participate in it. With this insight in mind I built the strategy around _Touch Asphalt_, a creative manifesto that made leaving Nike HQ and going out into the world an imperative.

Go Where the Game is.

With the manifesto in place, the next step was to make it actionable. To do so I created a handful of quick-strike social franchises — the types of things we could quickly capture on an iPhone in between takes of a hero shoot or TVC production. The end result was a strategy that allowed Nike Basketball to show up on feeds in a way only they could: timely, fluently, and with the biggest names in the sport.

Gallery

Let’s work together ↯

Back to projects

Touch Asphalt

Client
Nike Basketball

Role
Creative Director

Type
Brand Strategy

The foundation of everything I’ve done with Nike Basketball is the digital playbook, a document I first created in 2019. In early 2023, Nike Basketball approached us to revise the document to meet the organization’s evolving needs and reflect the latest trends in digital media.

World Class, Culturally Relevant, and Social First

Every global brand struggles to move at the speed of social. And as the brand synonymous with basketball, Nike Basketball needed a way to participate in hoop culture in real time, without losing the *Just Do It* gravitas fans expect.

Don't Be Extremely Online. Be Extremely Plugged-in.

The only way to embrace culture is to participate in it. With this insight in mind I built the strategy around _Touch Asphalt_, a creative manifesto that made leaving Nike HQ and going out into the world an imperative.

Go Where the Game is.

With the manifesto in place, the next step was to make it actionable. To do so I created a handful of quick-strike social franchises — the types of things we could quickly capture on an iPhone in between takes of a hero shoot or TVC production. The end result was a strategy that allowed Nike Basketball to show up on feeds in a way only they could: timely, fluently, and with the biggest names in the sport.

Gallery

Let’s work together ↯

Back to projects

Touch Asphalt

Client
Nike Basketball

Role
Creative Director

Type
Brand Strategy

The foundation of everything I’ve done with Nike Basketball is the digital playbook, a document I first created in 2019. In early 2023, Nike Basketball approached us to revise the document to meet the organization’s evolving needs and reflect the latest trends in digital media.

World Class, Culturally Relevant, and Social First

Every global brand struggles to move at the speed of social. And as the brand synonymous with basketball, Nike Basketball needed a way to participate in hoop culture in real time, without losing the *Just Do It* gravitas fans expect.

Don't Be Extremely Online. Be Extremely Plugged-in.

The only way to embrace culture is to participate in it. With this insight in mind I built the strategy around _Touch Asphalt_, a creative manifesto that made leaving Nike HQ and going out into the world an imperative.

Go Where the Game is.

With the manifesto in place, the next step was to make it actionable. To do so I created a handful of quick-strike social franchises — the types of things we could quickly capture on an iPhone in between takes of a hero shoot or TVC production. The end result was a strategy that allowed Nike Basketball to show up on feeds in a way only they could: timely, fluently, and with the biggest names in the sport.

Gallery