services

Website Design
UX Strategy
Development
Content Strategy
Modular CMS

Creating an Experiential Content Hub

Nike SB has always been a little offbeat. They’ve earned and maintained trust with the skate community by doing things their own way, not the Nike way. So when the SB team set out to create a content hub, they knew it had to reflect that same rebellious spirit by celebrating stories, athletes, and shoes in a way only SB could. The end product was a wonderfully eclectic browsing experience that delivered deep-dive content on the industries best riders in interactive and nontraditional ways.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

Outside the Lines

Our first order of business was to ask, “How weird can we make this?” We walked right off the edge of what we could get away with and then doubled down. We built op-art animations into the interactive states. We made the hamburger menu an actual hamburger. We let the site go full technicolor. This was not the perfect, polished Nike brand that the skate audience would immediately resist. This was something else.

A Method to the Madness

Behind the vibrant visuals, we built a powerful, modular CMS that lets SB update content on the fly. A custom color theming tool makes it easy to create accessible palettes, keeping the site looking dynamic without ever compromising on user experience.

Nike SB webpage designs showcasing skateboarder Nyjah Huston, athe Nike Supreme Red Dunk High Pro, and a homepage scroll featuring skate articles, illustrations, shows, and imagery of Nike SB skaters.

Five smartphone screens displaying Nike SB content including a running regulation comic, a group of young people skateboarding under a bridge, a close-up of a blue sneaker with a red tag, and text about Skate Like a Girl.

Always Evolving

As our partnership has grown, we’ve helped SB support fresh content and editorial franchises like Why So Sad?, Skate Like a Girl, and Your Brain on Sport. Most recently, we launched a full accessibility overhaul, ensuring the experience is seamless for everyone.

Shelf with stacked books including 'Things I Have Learned,' a Nike SB patch and an OWEN name tag on the wall, and a spiral-shaped 2020 People's Voice Award trophy for Best Homepage Nike Skateboarding Website.

a webby award winning homepage

Wonderfully weird turned out to be an award winning strategy, earning our site a Webby for Best Homepage in the People’s Choice category.

Results

Nike SB has gained over 740K new users in the last year, continuing to gain traction with skaters worldwide.

nike SB

live project