Copy
Our headlines convey excitement and attitude, and get straight to the point with a short, attention-grabbing headline.
Ampersand
Determine usage on a case-by-case basis, but feel free to use (especially in headlines) to break up copy and save 2 characters.
Casing
Headlines and CTAs should use headline casing unless otherwise specified.
Exception: KFL is all lowercase.
CTAs can, at times, also be displayed in ALL CAPS.
Subheads should use sentence casing.
Email Character Counts
Keep subject lines at 50 characters max, including emojis.
Keep preview text at 100 characters max, including emojis.
Keep CTAs at 35 characters max. Ideally 10-25.
Emails With Multiple Touch Points
Specify at the top of the Word Doc how many touch points are included.
Call out the start of each touch point in bold, underlined, red font.
Jordan Retro Naming Conventions
List name in this order: Jordan, Retro, Number, ‘Nickname’
Ex. Jordan Retro 1 ‘Baroque Brown’
Nickname should be surrounded by single quotation marks.
Refer to Nike’s launch calendar for official nicknames.
If character limits restrict copy, feel free to cut “Jordan” from the name. If possible, include “Jordan” elsewhere (in the preview text, in the subhead, etc)
Include other labels where character limits permit (Women’s, Kids’, High OG, SE, etc). Try to speak to them elsewhere if they don’t fit into the CTA.
Launch Dates
List launch dates with this order: date (month number/day number), at, time in ET
No need for year. Nike doesn’t list the year on their launch calendar, and it really just adds extra characters.
Can use various terms to lead communication (launching, dropping, releasing, available, etc.)
Ex. Dropping 9/26 at 10 am ET
Notes: Add a space between the number and am/pm. No “S” or “D” when listing ET
If “tomorrow” or “later today” is requested, that’s fine, but otherwise just stick with the date. Oftentimes, just because something is sent on a given day doesn’t mean the consumer will see it on that day.
Mobile
Emojis can be used, and are encouraged when relevant, in Push and Message Center communications.
Emojis should not be used in SMS communications.
Offer Communications
Always include the offer in the Subject Line of an email or Title of a mobile communication.
If there are details that don’t fit due to character limits, then at least include the meat of the offer.
For example, if the offer is 20% off and free shipping on orders of $50+, if you can get the whole offer in there, great. If not, at least include “20% off” in the Subject Line, and you can speak to the rest of the details in the Preview Text and/or body of the email.
For offer emails, include an H1 for the offer itself and an H2 with a creative headline. Subhead should share the promo code.
For offer POGs, include just an H1 with the offer itself, with an option for an accompanying creative headline on the same line. Subhead should share the promo code.
Oxford Comma
The Oxford comma is not mandatory and refraining from its use can save an extra character. That said, if you think it helps to prevent misreading a given sentence, feel free to include it.
PDP Structure
Title of item should be in bold.
After title, include a paragraph describing the item, followed by bullet points with any leftover technical details.
For most clothing items, the final bullet should communicate the materials of the item, followed by an “Imported.” designation if it was indeed imported.
Example copy below:
Nike Icon Clash Women’s Bodysuit
When it comes to your look, don’t settle for anything short of iconic! The Nike Icon Clash Women’s Bodysuit is the perfect, versatile fit as the weather cools. Equipped with built-in handwarmers and sleeves that stay in place when you’re layering your outfit, this bodysuit is hot in every sense.
Smooth knit fabric stretches and conforms to your body shape.
93% polyester/7% spandex. Imported.
Periods
For all types of communications, if you have a line with multiple sentences, use periods for all sentences.
Periods should generally be avoided in headlines and CTAs, and included on subheads.
POG Character Counts
Keep headline at or below 30 characters and subhead at or below 90 characters.
If that’s not doable, connect with the design team and work with them on what can be done.
CTAs should always be as short as possible & definitely not over 30 characters.
Year Abbreviations
If you’re calling out a decade like the ’70s, ’80s or ’90s, stylize as such, as opposed to 70’s or another format.