Nike Book 1 Mirage
As Devin Booker’s first signature basketball shoe, the Book 1 ‘Mirage’ is a testament to his one-of-a-kind play on the court and his style off of it. This shoe features details of Book’s family, upbringing and hometowns—allowing consumers to get a look into who he is as a person, while the performance aspects of the shoe speak to his style of play.
As the writer, I partnered closely with the narrative manager to create the messaging hierarchy that set the tone for the campaign. The two of us also collaborated with the social team to leverage our assets and improve the social media strategy for the shoe’s launch.
Using brand guidelines and a strategic approach, I wrote the digital executions, including social, email, app threads and landing pages for both the ‘Mirage’ and ‘Mirage V2’ colorways.
Consumer-facing line: Book 1
AV: This hero motion piece set the stage for Book 1 before unveiling Devin Book’s first signature shoe with Nike.
The video featured his family, friends and teammates to help share the story of Book.
Social Copywriting: @NikeBasketball
The best story has yet to come... 👀📖 Arriving February 17.
This is the World of Book 📖 Inspired by @dbook’s journey from childhood to his pro career, these are the new 1s🏀👟 The Nike Book 1 ‘Mirage’ is available on February 17, on SNKRS and at select retailers.
💪 Reps erase doubt 💯 Small details matter 🏀 Dedication elevates your game All lessons @dbook learned from his dad—and inspired the Book 1 ‘Mirage’. Available on SNKRS and at select retailers on February 17.
The Nike Book 1 ‘Mirage’ is more than just a shoe—it’s a look into the World of Book 📘🚗👟❤️ Crafted with performance and lifestyle in mind, experience it for yourself on February 17. Available on SNKRS and at select retailers.
Family 🤝 Friends Performance 🤝 Lifestyle Style 🤝 Comfort It all comes together in the Book 1. Available February 17 on SNKRS and at select retailers
The prologue 📙🚙🏀🐶
Same comfort, same design. New colorway. The Book 1 ‘Mirage V2’ is coming February 29 on nike.com and select retailers. Link in bio to get notified 👀
Digital Copywriting: Landing Pages, Product Pages and App Threads
Click each execution to take a closer look
The Nike Basketball Creative Team:
VP of Men’s Team: Dave Frank
Sr. Creative Director: Michael Spoljaric
Art Director: Colin Matsui
Narrative Manager: Topacio Beerhalter
Writer: 🙋♀️
Designer: Hunwoo Choi
Digital Designer: Jonny Nanpei
Digital Producer: Felicia Rogozenski
Studio Manager: Elijah Graham
Producer: Marie Foley