You would be forgiven if you hadn’t ever heard of the Nike Structure franchise — but it would also be assumed that you either aren’t an elite athlete, or have never needed additional support in your running shoes.

The Structures have quietly enjoyed cult status since they launched in ‘91, flying under the radar while the flashy Pegasus and cushy Vomero franchises competed for the spotlight.

For the launch of the Nike Structure Plus, Mia Stevanovic and I developed the creative direction for the all-new Structure Plus. Playing with the Structure’s iconic stability system features and expanding on the world of tech support, we landed on DIAL UP YOUR TECH SUPPORT for a headline that was both catchy and informative. I owned and drove the narrative concepting and development while Mia led art direction, ultimately informing and guiding retail, external partners, and our digital & social teams with our visual center.

In partnership with a few incredible creatives, we brought a campaign to life that can now be seen in Nike and Running Specialty Stores like Heartbreak Running across the country — and the world.