In 2011, wearable tech was a nascent market. Joined by an incredibly talented cross-functional innovation team we launched the Fuelband launch to the world.

I owned the Nike.com go-to-market strategy and execution.

In a bold move for Nike, Direct-to-consumer led the go-to-market strategy for the North American market including acquisition, content marketing and media on Nike.com.

We leaned into owned media (web, mobile, social media), Paid Media (PPC, email, display, re-targeting, behavioral, influencer), Earned Media (Mentions, shares, re-posts, reviews) and Twitter timeline, search, and YouTube with mobile roadblocks to drive awareness and acquisition.

We collectively delivered 109MM media impressions and 500K visits to Nike.com.

This was a wildly successful launch and sold out in minutes.

It was the first-ever high-velocity sale at Nike, selling 32,000 units in under an hour. That is 534 units per minute, 9 units per second!

The Nike+ Fuelband became the fastest growing billion dollar business at Nike.

This high-profile integrated go-to-market launch became a best practice standard for future launches at Nike.