Nike Running x Trunk Club

Trunk Club powered by Nike Running

Background

Beginner and casual runners often struggle to find the right running gear and may not have time to visit a Nike store for expert advice. Nike Running wanted to explore delivering curated gear tailored to individual performance and style preferences.

Meanwhile, Trunk Club, a personal stylist service that curates outfits based on clients' preferences, aimed to expand its offerings to include fitness and athleisure wear. This led to a partnership around the concept of a Nike Running-powered Trunk. However, both companies needed help to create the ideal customer experience that would satisfy their mutual goals.

To gather these insights, we conducted a beta test over the summer in 2015, using the results to shape the crucial Holiday pilot.

My Role

After thoroughly reviewing the existing Trunk Club experience, I led the development of an end-to-end customer journey that aligned both companies around a unified experience and operational model. This approach demonstrated how Nike’s brand and products could seamlessly integrate with Trunk Club’s operational expertise and digital platform.

To build awareness and drive sign-ups, I led the creation of a straightforward email campaign that clearly communicated the value of these curated trunks. Anticipating customer needs for the holiday season, we positioned the offerings as the "Cold Weather Running Trunk" and "Running Essentials Trunk." This strategy resulted in a 200% over-subscription rate and a 33% email opt-in—significantly higher than Trunk Club’s average of 4% for similar campaigns.

Additionally, I directed the design of the in-trunk collateral and the overall trunk packaging itself.

Impact

The key performance indicator (KPI) was the Keep Rate—the percentage of items from the trunk that customers decided to keep and purchase. Trunk Club’s average keep rate was 26%. Based on insights from the summer beta, we revamped our approach to in-trunk collateral. Instead of listing product benefits, we focused on showcasing the versatility of the items, illustrating how they could be paired and styled in different ways. This shift led to a more than 50% increase in the keep rate.