Nike DTC Transformation

Over a decade working with Nike led to one of the most defining challenges: reimagining their DTC experience across Latin America, translating the brand’s energy into digital form.

I led the work end-to-end, from uncovering human insights to crafting UX and UI, and building the platform on Salesforce. But this was more than a product. It was the design of an ecosystem: defining the service model, shaping CRM and lifecycle journeys, and enabling real-time personalisation.

The result is a living platform where storytelling meets performance, and every interaction is informed by data yet grounded in human intent.

A balance of creative, brand and technology.