In spring 2024, Nike was the first industry partner globally to provide a machine led automated shoe cleaning service in the Nike flagship store in Berlin.
In this project, I led a cross-functional team to implement a new service across all consumer touchpoints within the Nike store environment. This included designing the entire consumer journey and crafting the look and feel, from naming and visual identity to positioning the service within Nike's sustainable offerings. I oversaw the operational rollout, coordinating with checkout teams, addressing LP and facility requirements, defining the HR model, managing supplies and maintenance, and onboarding for new vendors. Additionally, I ensured compliance with legal, privacy, and warranty regulations across EMEA countries.
The initiative resulted in a notable increase in foot traffic to the Nike Berlin store and generated strong social engagement, with Nike members sharing their in-store experiences. Customers embraced the service, appreciating the added value of extending product lifecycles through more sustainable practices.
