The Athlete’s Mindset
The Athlete’s Mindset was an audio series hosted on the Nike Training app that featured short talks by experts and athlete stories to help strengthen your mind. I wrote all the push notifications for each episode (36 of them!) with the goal of making the program feel accessible, clear, and supportive, like getting a nudge on text from a buddy.
I like push notifications because they’re a crafting in the space of a short sentence, a burst. Sometimes when the parameters on copy are so limiting, you’re able to ask yourself, what can I let go of? What isn’t necessary? The answer is almost always, none of it is truly necessary, so just capture a gesture, an emotion, and brief glimpse of something. If you try to fit too much in there, it’ll just read like it’s all bogged down. But when you say just enough, or barely anything, there’s a lightness that can intrigue.
I also worked directly with New Company to write the script for the trailer for the program. The challenge was how to understand the 6 week program as a time-based event, in such a short space.
Creative Director: Mark Aver
Design: Michael Spoljaric, Caue Olivera