What is Nike Air?

Background

Our support site (Nike.com/help) received constant traffic with questions about our proprietary shoe tech despite existing brand product pages. Rather than duplicating and competing with product pages, we saw an opportunity to direct consumers to those pages and influence conversions from our site.

Approach

Since I have extensive experience running in Nike and non-Nike shoes, I focused on the feel of Air units underfoot. The copy needed to be evocative and brief to drive curiosity about the feel of Air. I followed with links to different sport categories leveraging the tech to let readers shop and links to brand assets.