Salt Press

02 Nike | The Internal Digital Architecture

The assets existed. The platforms existed. The content calendar existed. What didn't exist was the thread connecting them — and consumers felt

the gap, even when they couldn't name it.

DESIGNING THE ENGINE OF EVERYDAY DEMAND

Someone would see Nike on social, arrive at dot-com, open the app, and each surface felt like a different conversation. Not wrong, exactly. Just disconnected. Like meeting the same person in three different moods and never being sure which one was real.

Part of the fragmentation wasn't a lack of effort — it was a lack of visibility. Brand partners, designer teams, producers — the people whose daily decisions either hold a system together or quietly break it — were building without a view of the whole. A strategy deck doesn't fix that. The people doing the making think visually. They needed to see it.

Bringing everyone into Figma — not to present to, but to work in — changed the dynamic. Seasons mapped. Surfaces laid out. The consumer journey made visible. For the first time, a producer making an asset could see where it landed in the sequence. A designer could see what their work was adjacent to.

The system became something you could look at together, which meant it became something you could actually build together.

WORK

Smarter

WORK

Smarter

WORK

Join forces

Smarter

From there, the architecture could hold.

Dot-com, social, the app — each surface designed in relation to the others, each piece of content aware of where it lived, how it adapted, what it became as it moved. A shared logic underneath that answered the questions most teams skip: not just what to say, but where it lives and how it connects back to the whole.

What came out the other side wasn't more content.

It was content that knew what it was part of.

An engine that could hold a story–not an output.