Just Do It: even for Nike, innovation requires bravery
Turning Nike's boldest sustainability ambition into measurable, in-store action – powered by AI and rapid experimentation.
The challenge
Nike's Move to Zero initiative – its commitment to zero carbon and zero waste – had a clear destination: carbon neutrality by 2025. The ambition was there. The strategy was there. But progress was slowed by the sheer scale and complexity of a global organisation.
Sustainability teams had no shortage of ideas. What they lacked was a way to test those ideas quickly, prove they worked, and scale the ones that did – all without getting stuck in the approval loops and organisational friction that slow large enterprises down. Nike needed the courage, and a process, to move faster.
That's where Brilliant Noise came in. We helped Nike just do it – transforming ambition into measurable, market-ready action.
What we built
We partnered with Nike to create a rapid experimentation model powered by AI. The aim: help teams cut through organisational barriers and test bold sustainability ideas in the real world, with real customers, in real stores.
The process combined speed, data, and creativity – turning Move to Zero from a strategic goal into something customers could see, touch, and experience directly.
How we worked
Using AI tools, we analysed and ranked over 100 early-stage sustainability concepts, identifying the most viable and highest-impact opportunities worth testing.
Each shortlisted idea was translated into a structured, measurable experiment – with clear hypotheses, success metrics, and timelines.
Pilots were launched in select Nike stores with real customers – from branded checkout desks made of recycled materials to in-store sustainability experiences.
What worked in pilot stores was documented into a repeatable framework that could be rolled out across business units and geographies.
Every touchpoint, reimagined
The Move to Zero pilots didn't stop at product. The team redesigned the entire in-store experience – from staff lanyards and ID badges made with sustainable materials, to branded packaging that told the sustainability story at point of sale.
Every customer touchpoint became an opportunity to communicate Nike's commitment.
Experience, not just messaging
The most successful experiments went beyond signage and packaging. In-store yoga sessions on recycled mats, workshops on shoe recycling, and community events turned Move to Zero from a corporate initiative into a lived experience.
One that customers wanted to come back for.
The impact
The results were immediate and significant. But the deeper success was cultural: Nike teams learned a repeatable way to innovate at speed without compromising scale, creativity, or sustainability.
What began as a series of pilots became a playbook for the future – a model that can be applied across business units, helping Nike bring new ideas to market faster and with purpose. Teams gained the confidence to act boldly, experiment, and "just do it" – again and again.
AI at the heart of innovation
Smarter prioritisation
AI helped streamline and rank 100+ sustainability ideas for maximum impact, cutting weeks of manual evaluation into days.
Structured experimentation
Data-driven design enabled clear, measurable tests that informed strategic rollout decisions across markets.
Scalable innovation model
Nike's teams now have a repeatable framework for future initiatives – fast, focused, and fearless.
Brilliant Noise helped us turn our sustainability ambitions into something real – something our customers could see and feel in every store. The speed and rigour of their experimentation model gave our teams the confidence to push boundaries.