Nike Men's Underwear
Brand Relaunch: Voice and Tone, Campaign and Product Messaging
I was the copy and brand lead for Nike's relaunch of men's underwear. I helped define how underwear showed up in the market and on packaging, with the Nike brand voice and made a connection with the Nike consumer.
I did everything from naming to defining our consumer to product research. I wrote the manifesto and came up with the first headline for the launch campaign. This was truly a soup-to-nuts project.
Working with an outside design agency, I provided brand and product expertise from ideation to market launch.