Have you ever wondered why some brands just stick with you, while others fade into the background? What makes Nike’s user experience so captivating that millions feel inspired every time they interact with the brand?
Well, this is what we know for sure: it's not just the shoes.
Nike has mastered the art of storytelling to create a seamless, emotionally rich brand experience that goes far beyond selling products. It manages to turn casual users into lifelong fans. In the world of UX design and user interface, Nike’s approach is a powerful example of how narrative can elevate a digital experience into something unforgettable.
Storytelling in brand design isn’t just about adding pretty pictures or catchy taglines. It’s about shaping a user experience that feels meaningful and engaging. When users connect emotionally with a brand’s narrative, their loyalty deepens, and their interaction with the product becomes memorable.
At first glance, Nike might seem just like another sportswear company, but their approach to storytelling is what sets them apart. Instead of simply advertising products, Nike tells real and emotional stories of ambition and perseverance. Their ads don’t just show athletes. They show journeys, struggles, and victories.
This approach transforms simple consumers into loyal brand advocates.
Nike’s storytelling shines brightest in their visual storytelling: powerful pictures and videos that transmit emotion in an instant. This is where the user interface plays a critical role. Nike’s UI is set up to display powerful visuals, bold typography, and intuitive navigation that keeps users hooked.
From the moment you land on Nike’s homepage, you’re met with a dynamic visual story: athletes training, overcoming obstacles, and pushing limits. They focus mostly on individual stories, rather than product pitches, making users feel part of a bigger movement.
These elements aren’t random, but carefully placed to reinforce Nike’s core message of “Just Do It.”
So, Nike is a pro at tailoring storytelling in digital channels. Their apps, such as Nike Run Club and Nike Training Club, provide personalized challenges and stories that adapt to the user’s progress and preferences. This makes the user experience feel customized, which is a key UX design principle.
One crucial UX lesson from Nike is consistency. Across all touch points, whether it’s an Instagram story, a product page, or a retail store, the storytelling voice stays true to Nike’s brand values.
This uniformity strengthens user recognition and trust. Users don’t just interact with the brand. They enter a “world” crafted by Nike’s consistent storytelling.
Let’s face it: retention is hard. Attention spans are short, and users abandon apps and websites faster and faster. By adding narrative elements to the product journey, Nike keeps users coming back for more. For example, progress tracking combined with motivational stories in their apps makes people feel like they’re accomplishing something.
During the 2025 Super Bowl, Nike launched a striking 60-second campaign titled “So Win”. Far from a typical product ad, the spot delivered a powerful message focused on resilience, ambition, and redefining what it means to win, especially for women in sport.
The film showed gritty, authentic footage, set entirely in black and white, and was narrated by Grammy-winning artist Doechi. The voiceover was fierce, poetic, and full of attitude.
Some remarkable women athletes were spotlighted in the campaign, including Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sabrina Ionescu, and Jordan Chiles. Each of these faced public criticism, being called too emotional, too aggressive, or too confident.
Nike highlighted this, crafting a powerful central message: “Whatever you do, you can’t win. So win.” Rather than trying to counter the criticism, Nike reframed it and empowered its audience to move forward anyway.
Nike launched this campaign at a moment when women’s sports were booming, using it to both reflect and amplify that momentum. The ad quickly went viral, earning over 66 million views.
“So Win” is a clear example of how strong storytelling can create a deep, emotional brand experience.
- Emotion is a secret weapon. A good story can turn a basic app into a motivating platform.
- Let the visuals talk. Don’t just show your product
- Keep it consistent. From homepage to checkout, your storytelling voice should stay strong and unified.
- Personalize the plot. Let users feel like they are the stars of the show with tailored content.
- Design to support the story. Make sure UI is enhancing the storyline, and not interrupting it.
That being said, Nike doesn’t just sell products; it sells narratives and feelings. Through powerful storytelling, smart UX design, and seamless user interface, Nike builds a global brand experience that becomes personal and universally understood.
For marketers and designers, the lesson is clear. Don’t just build an interface, build a story around it. Your users won’t just visit. They’ll come back, connect, and most importantly, remember.
We at uinkits understand the importance of great user experiences and creating amazing UI designs. That’s why we’ve developed a Figma UI Kit with design components that include these essential UI elements that enable you to design intuitive and user-friendly interfaces effortlessly.
“You press the button, we do the rest.” – Kodak.
Inspired by this iconic tagline from Kodak, we believe in simplifying the design process for you. Our Figma UI Kit, uinkits, is a complete design system with UI components that allows you, as a UI UX designer, to create your products as quickly as pressing a button.
Our design system includes UI components, icons, variables, cards, buttons and everything you need for your design process. All you have to do is take your UI design component needed, and you’re ready to use it in your designs!
