COPYWRITING & NARRATIVE / DIGITAL & SOCIAL STRATEGY / PRODUCINGLA 13.1
Nike Half-Marathon 2020
In 2020, Nike LA planned and was primed to produce Nike’s first-ever half-marathon supporting keeping girls in sport, inspiring athletes to run for something more. With a purpose greater than simply finishing a race, athletes could run and make their steps count twice: once for themselves, and once towards an organization that supports keeping girls in sport of their choice.
In partnership with the Nike LA Running Brand Team, I developed and drove digital and social strategy across Nike LA and Nike Running digital channels, email, .com, the Nike App, and Nike Run Club App. Digital strategy included everything from (but not limited to) video campaigns on social, storytelling women athletes who were committed to running the race, to push notification strategy to keep runners motivated and moving.
When the race was cancelled due to the Covid-19 pandemic, our team pivoted to a community of support, continuing to storytell athletes who were leading and inspiring however they were still comfortable, whether that was running their own 13.1 mile race safely, or virtually supporting from their home.
Content production was led by Another (formerly Matte Black), digital content production was led by Victory, while on the Nike side I managed agency partners to execute brand vision and strategy. I led narrative, copywriting, and digital run of show for content roll out across @nikela, @nikerunning, and partner social channels.
@nikela
As women in this city, there are a million reasons to run. Whatever your reason… We’ve got the race.
This April, join us as we run for something more together, because when we move, we move the world. Take on 13.1 as you weave through the heart of LA, following in the footsteps of Angelenos while blazing a new path toward the future.
Register now, spots are limited. Link in bio. #nikela
Selected Copywriting
-
![]()
Brittany Chavez
“Representation is extremely important. I want to be that for my community, and for young girls that look like me. We all deserve access to spaces and visibility and role models that look like us.”
@chavezbrit’s road to LA 13.1 is more than training for a half marathon: it’s her first step to becoming a stronger version of herself — for herself and for the next generation of female athletes around her.
The road to LA 13.1 begins now. Check in with us each Sunday for stories from some of the women we’ll be running alongside on April 5.
See you at the starting line.
-
![]()
Juanita Caldwell
“I run for not just myself, but for everyone. I run for my legacy. I run for those who will come after me and those who've come before me. Running is literally my way of life. And because I run for everyone, everyone inspires me to run.”
@__nitfit wasn’t always a distance runner, but found her stride when she found her running community. Now, her journey to the LA 13.1 starting line is about more than finishing for herself: it’s about leading by example — one mile at a time.
Register now to join us and run for something more on 4.5 at the LA 13.1. Hit the link in our bio.
See you at the starting line.
-
![]()
Justine Cuenco
“My hope for the next generation of female athletes is that they keep being badass, because right now we’re on top. We’re paving the way.”
@cococuenco’s running community is everything to her. As the sisters she never had, making it to the starting line of the LA 13.1 with her girls is about more than finishing the race — it’s about finishing the race stronger, together.
Registration for the LA 13.1 is closing soon: hit the link in our bio to join us to run for something more on 4.5 at the LA 13.1.
See you at the starting line.
