The Nike SB App
Brand Marketing Strategy, Design and Copywriter

Over the course of two years, I was able to collaborate with legendary SB pro riders to create a never-before-seen digital skate experience. When the Nike SB App launched at the end of 2013, it forever changed the way skaters participate in the world’s biggest action sport. The App represents a cutting-edge new channel to help skaters progress in their sport, connect with peers and pros through a bold new community, and earn respect from one another with features like video posting and challenges, and building a personal skate history.

Let me break down the Nike SB App for you:

Connecting skaters around the world to compete in games of S.K.A.T.E. through the SB App functionality.
Film tricks, catalog footage and showcase your skating through the exhaustive Trick Tree taxonomy.
Tackle changes and earn exclusive SB App Community Awards, like the coveted "Tricks of the Month" and "Skater of the Month" official SB social spotlight.
Cutting-edge camera and playback technology allowing you to unlock your smartphone's potential and share state-of-the-art video with your crew.

S.K.A.T.E.

Essentially akin to a game of H.O.R.S.E. in basketball, the SB app allows you to earn followers as you choose and defeat opponents worldwide

The Trick Tree

Inspiring users to lose themselves in skateboarding's endless creative process with the extensive Trick Tree taxonomy, mapping out a mind-blowing 676 tricks on multiple terrains waiting to be mastered. The Trick Tree also provided an excellent navigation framework for exploring the App.

Challenges and Rewards

Watch the pro's demonstrate their latest maneuvers before answering their challenge to earn one of the 200 custom-made specialty badges. Special winners were spotlighted to millions via the Nike SB Social channels, featured in shops and awarded exclusive limited edition product.

Cutting-Edge Shooting and Playback Functionalities

Newly developed smartphone technologies enabled SB App users to both film and playback footage at multiple speeds and angles for a thorough examination of technique. To maximize the potential of this feature, my team filmed several SB pros performing tricks in-front of multiple cameras for a complete view of critical foot placement.

Launch

The Nike SB App "Chronicles 2" Premiere

Synergizing with the launch of our flagship "SB Chronicles, Vol. 2" full-length video release, the app hosted a first-of-its-kind mobile phone "Pocket Premiere". App users are treated to an exclusive 24-hour look at Chronicles, Vol. 2 the same night the film premieres in Hollywood, a full 7-days before its iTunes release.

And yes, Lil Wayne tweeted about us.

The 24-Hour Live SB App Webcast on Berrics.com

Phase 2 of the App launch featured 28 of the world's best skaters coming together for 24 hours in an attempt to land all 676 tricks outlined in the App Trick Tree. The entire event was broadcast live on the Berrics.com as over 3 million skaters worldwide watched their favorite pros build out their SB App profiles. Utilizing a special hashtag, the Lock-In yielded over 6 million tweets as pros began to take trick requests from viewers.

The Nike SB App Hub

A special online experience built to both promote and inform our audience on our bold new endeavor. Launched as a digital destination for all things APP, including Community News and FAQs, the site also provided a home for the "Tricks of the Month" and "Rider of the Month" SB App video franchises, two proven low-cost reward programs effectively spurring on further App usage and engagement.