Working through Craft Copywriting, I supported Nike Basketball's G.T. Cut and G.T. Hustle campaigns, creating high-volume copy for social, digital and product marketing channels.

The challenge was scale.

Nike needed a huge volume of copy that could work across multiple channels, formats and markets while staying true to the performance story behind each shoe. Every line had to feel distinct, athlete-focused and on-brand, whether it appeared in an Instagram caption, a paid social ad, a product page or a retail asset.

Working from product briefs and performance features such as traction, responsiveness, cushioning and support, I developed a library of modular messaging that could be mixed, matched and adapted across the campaign. The aim was to turn technical innovation into language that felt fast, competitive and unmistakably basketball.

Many of the lines centred on the G.T. platform's core promise: helping players cut quicker, last longer and push their game further. From "Built for Quick Cuts" to "Be Greater Than the Competition", the work helped create a flexible messaging system capable of supporting the campaign at volume.