NIKETOWN brick & mortar

RETAIL STORYTELLING

My copywriting journey began in Nike Retail Design, writing display copy for NIKETOWN stores, where visitors meandered display to display, discovering product knowledge & design inspiration across the interactive retail experience.

The All Conditions Gear (ACG) pavilion was my favorite to research & write for — each store featured a huge topography map calling out regional points of outdoor adventure, with shelf talkers highlighting technical attributes of each shoe. Athlete stories flanked the sides, where local legends came to life alongside their outdoor gear, “Engineered to the Inexact Specifications of Nature.”