I was the lead copywriter for Nike+ NYC's community run clubs from 2014 to 2015. This entailed establishing the voice of programming, by providing copy for web, email, and social. The tone? Welcoming enough to entice first-time runners, yet gritty, irreverent, and Nike enough to maintain its edge—after all, participants might have to hurdle piles of garbage.

I was brought back on in 2017 to assist with the initial branding and voice for what eventually became “Project Moonshot”—a special training program that allowed regular New Yorkers to train like professional athletes for the 2017 NYC Marathon.

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