The challenge
Nike needed consistent content across its APLA trainer network while keeping each trainer’s expertise and voice.
Case 02
Nike
Nike APLA Trainer Playbook
Give trainers a system, not a script.
Content guidance and briefs for Nike’s APLA trainer network, with shared brand direction and room for each trainer’s expertise and voice.
- Client
- Nike
- Role
- Freelance Senior Strategist
- Partner
- Conscious Minds
- Year
- 2024
The approach
Give trainers clear content categories and briefs they could adapt to their own expertise and audiences.
My role
As a Freelance Senior Strategist with Conscious Minds, I brought regional and trainer input into the content categories, planning model and briefs.
What I delivered
A trainer playbook covering content guidance, briefs and planning across APLA.
Consistency without sameness
- 01Hear the trainer
Start with what audiences already trust them to do.
- 02Frame the brand
Make Nike’s point of view clear enough to act on.
- 03Leave room for voice
Guide the content without scripting the person.
- 04Plan the next brief
Use the shared guidance to plan future trainer content.
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