Russell Norris

London Youth Games & NikePlus

Inspiring the next generation of athletes and taking membership to the next level

— PROJECT NAME

London Youth Games


— ROLE

Head of Copy @

R/GA London


— DATE

March 2019

In 2019, Nike partnered with the London Youth Games (LYG) to inspire more young Londoners to get involved in sport. It meant a complete overhaul of LYG's digital presence, including a refreshed visual and verbal identity across their website, app and social channels.


I wrote the new LYG tone of voice and a comprehensive social toolkit. I wrote the new LYG onboarding experience for parents and young competitors. And, after a full UX redesign, I rewrote every page of the LYG website.

Tone of voice

First, LYG needed a new tone of voice. One that partnered them with Nike, while championing their own mission and purpose. It had to speak directly to their two key audiences: young athletes and their supporters.

Onboarding made simple

First, we had to rethink the LYG onboarding process. My copy focused on essential info only, delivered in simple language. Each screen made the benefits clear for every user, every step of the way. (Sample flow below.)

LYG.org

rewritten

As the entire LYG website was being redesigned, I was writing new copy for every single page. I’d already crafted the tone of voice. Now I brought it to life across responsive pages for Competing, Volunteering, Supporting and more.

— PROJECT NAME

NikePlus

Training Pilots


— ROLE

Head of Copy @

R/GA London


— DATE

July 2019

NikePlus is Nike’s membership programme across Europe. When people sign up, they get early access to new products and rewards that help them up their game. In 2019 Nike wanted to take membership even further, with a focus on runners and footballers.


I wrote copy for two pilot programmes that tested a new way to reward Nike members. If you signed up to a 12-week training plan, Nike would sponsor you to reach your goal just like they would for a pro athlete.


I helped create a new language built on sports and behavioural psychology. The interactive experience became part of your daily routine and helped Nike get to know you better.

Setting

your goal

When Nike members signed up for their new training plan, we had to explain the experience quickly and get to know their needs. We asked some simple questions that helped us define a personal training goal for the next few weeks. (Sample screens for Runners below.)

Sustaining the journey

Every week, through the Nike Run Club app, we asked users to tell us about their training with a quick self-assessment. Based on their answers, we gave them exclusive content and rewards to keep their motivation up. We checked in via regular personalised emails, too.