These are concept emails made with AI in Nitrosend. Nike is not a Nitrosend customer and did not endorse them.
The full 12-email flow
Every email below is labeled with the job it does, from the first welcome to the final nudge.
1. Welcome
Black hero of a sprinter at the starting blocks, 'This is your starting line', and a Member Access line listing App, Run Club and SNKRS.
2. Set preferences
Bright white email with 'Pick your arena' stamped over an athlete split across court, track, turf and gym, linking to interests.
3. App habit
Dark macro of a Volt lace through an eyelet, 'Make starting automatic', with a button to keep the app close.
4. Run Club intro
Night runner with 'Find your fast' set into the photo, then a Nike Run Club block under a guided-run button.
5. SNKRS drop
Off-white email with giant 'The drop' type over a sneaker and a button laid on the image to open SNKRS.
6. Birthday capture
Whole email goes Volt: a gift bow behind stacked 'When's your birthday?' type and a black button to mark the month.
7. Event invite
Floodlit night court with a lone player under a huge 'Show up' headline, pushing member-only events.
8. Community run
After Dark tour runners behind giant type, with a Volt button on the image and a second black button below.
9. Training gear
Warm stone-colored email with a sideways SCULPT headline over a black and white athlete, introducing NikeSKIMS.
10. Download the app
Neon Volt ribbon wraps a runner between phone frames under 'Keep it close', then lists App, Run Club and SNKRS.
11. Product story
Light email with a floating shoe and heavy 'Gear up' type, then a Vomero Premium button and a comfort-led line.
12. Handoff
Silhouette runner with a Volt trail and 'Don't stop', closing on a four-verb list of next moves.
What makes these emails work
- Layout. Every email uses the same skeleton: a slim header, a full-bleed hero, a small label, a short headline, two lines of copy, one button. The sameness makes twelve emails feel like one series.
- Type. Headlines are condensed all-caps and often set inside the photo, so the image and the words read as a single poster. Body copy stays small and quiet underneath.
- Color. Black and white carry the flow and Volt green appears as a rare accent: shoe laces, a gift bow, a thin line on a court. In the birthday email the whole page turns Volt, which makes that one stand out.
- CTA. One short imperative button per email, such as See what's open or Start a guided run. Nothing competes with it.
- Copy. Short sentences that sell belonging and access, not price. The only offers are free membership, free shipping over $50 and a birthday-month 10%.
- Sequencing. The flow moves from onboarding to interests, then app, running, drops, events and gear, and ends on a handoff. The birthday ask sits at email 6, early enough to collect the date.
A second take on the same brief
The second flow is framed as day-by-day member days rather than numbered moves. It keeps the cinematic black hero style but uses fewer words per email, with only a headline, one line and a pill button, and it leans on bolder single images such as a member locker and a Volt-filled FAST poster.
1. Welcome
Black poster hero of a sprinter in the blocks with Volt shoes, headline 'Your turn starts now', one white pill button.
2. Member benefits
A dark locker with a Volt MEMBER tag as the hero, explaining the App, Run Club and SNKRS behind one card.
3. App nudge
Macro shot of a shoelace through a Volt eyelet, with a short 'Tonight counts' line pushing the first session.
4. Run Club intro
Giant Volt 'FAST' lettering behind a motion-blurred runner, promoting Run Club pacing and tracking.
5. SNKRS drop
Oversized 'THE DROP' type behind a sneaker on concrete with a Volt countdown, selling first access.
6. Birthday capture
Volt gift bow over stacked headline 'When's your birthday?', asking for the date in return for 10% off.
7. Event invite
Empty floodlit stadium with a stacked Volt and white headline, inviting members to local events.
8. Community run
Women runners in Volt vests with headlamps framed by giant AFTER DARK type, promoting the race tour.
9. Training gear
Black and white athlete with vertical SCULPT type, pointing members to studio training gear.
10. Habit streak
Silhouette runner on a night street with a Volt light trail and 'Don't stop' type, framing a three-run streak.
11. Product story
Clean white studio shot of a running shoe with Volt laces and a free-shipping line over $50.
12. Final nudge
Giant 'GEAR UP' type on grain with a single Volt bar and a one-word GO button.
Build this flow in Nitrosend
- Connect Nitrosend to Claude, ChatGPT, Cursor or any AI that supports MCP. Setup is on the email MCP page.
- Paste the prompt below, with your own brand swapped in for Nike and your own offers in place of the member perks.
- Review the flow in Nitrosend, check the images and copy, and send.
Paste the prompt into Claude, ChatGPT, Cursor or any AI with Nitrosend MCP connected, and swap in your own brand.
create nike's member welcome flow, 12 emails, using nitrosend. # NIKE · MEMBER WELCOME — THE BRIEF BRIEF FROZEN 23 Jul 2026 (v2 — supersedes and voids the “2031” document; that concept is dead). Both models receive this document verbatim. No edits after this stamp. Concept demo. Not affiliated with Nike. All imagery is concept work; keep a disclaimer with the asset. ## The assignment (read this like I’m briefing you across a desk) Someone just joined Nike Membership. You have twelve emails to turn that signup into a relationship. That’s the whole assignment: welcome a new Nike member brilliantly. We’re not selling. We’re inspiring. The welcome hook is access and belonging, never a discount push. If an email reads like it wants a conversion, it’s off-brief; if it makes someone want to lace up tonight, it’s on. You are the creative director and the copywriter. I’m giving you the job, the brand truth, and the materials. The concept, the arc across the twelve, every subject, every headline, every image, the design system — all of it is yours. I am deliberately not telling you what the campaign idea is. Make the version you’d defend in the room. ## What we’re making A complete twelve-email Nitrosend **flow** — Nike’s member welcome sequence, triggered when a contact joins. It is not a promo calendar and it is not a discount ladder. ## Brand truth (grounding, not orders — build with these facts, never invent others) - **The athlete is the hero of every frame.** Sport minimalism: the swoosh and the athlete-in-motion do the work. On brand, over the top: take what Nike actually does and play it at maximum volume. - **Palette reality:** black `#000000` / white `#FFFFFF`; the photography carries all the colour; Volt `#CEFF00` as the rare accent. - **Type reality:** condensed extra-bold ALL-CAPS display, two to five words (“YOU’RE IN”). Email-safe stack (Helvetica Neue / Helvetica / Arial); the character is yours. - **Voice reality:** imperative, benefit-led, short. “Find your fast.” “Gear up. Go.” The “You’re In” welcome and the birthday-capture move (“When’s your birthday? We got you a gift.”) are real Nike patterns. - **July 2026 world:** post-World Cup “Rip the Script” afterglow, the After Dark Tour women’s race series, NikeSKIMS, Vomero Premium, SNKRS drops (Air Max Dn8). Hero athletes are having a moment; use it. - **Membership mechanics (the only offers that exist):** membership is free; free shipping over $50; birthday-month 10%; the member world spans the Nike App, Nike Run Club, SNKRS, and member-only drops and events. - Registered HQ for the footer: One Bowerman Drive, Beaverton, OR 97005, USA. ## The only hard rules - **Exactly 12 emails**, built as one Nitrosend flow with entry + exit logic. - **Timing: 60 seconds between every email.** The whole series fires one per minute, so a live trigger plays all twelve over ~12 minutes on camera. (Demo cadence, not a real send schedule.) - **Every one of the twelve emails carries a full-bleed hero image directly under the header.** No typography-only screens. - **MOST heroes are ANIMATED — at least 8 of the 12, always including email 1 and email 12.** Pick from the `gifs/` pool (multiple options per slot — your choice, never default to option a) or direct new ones via your operator. Seamless loops, legible first frame, email-safe under 3MB each. - **Headlines live ON the hero images — huge.** This is watched on a small screen: the headline is worked INTO the photography as art direction, poster-scale, not set as a caption under it. Email 1’s headline in its animated hero is mandatory; make it the default everywhere it serves the idea. - **Design for a TALL, THIN phone frame.** In the film each email is one narrow pane of a side-by-side, so heroes are PORTRAIT or square (4:5 to 1:1, never landscape strips), full-bleed edge to edge, display type sized to stop a thumb at 480px and still read when the pane is half a phone screen wide. - **CTAs are designed objects, not defaults.** Style them like the brand would ship them; nothing that reads as an email-builder block. They invite, they don’t sell. - Single column, mobile width ~480px. Reads perfectly on a phone. - **The footer is a designed object, not boilerplate.** Clear air between the last content block and the footer, then: the brand’s logomark or lockup (not just typed text), the real registered HQ address, a simple social icon row, preferences and a visible unsubscribe — all styled to the email’s own system. A default-looking footer fails the craft bar. - Concept-demo disclaimer travels with it. No real logo files used as design elements. - **Animated assets must use the ORIGINAL blob CDN URL — never a URL with a `/large/` (or any variant) path segment.** Variant URLs currently serve a single flattened frame. If a manifest URL contains `/large/`, strip that segment for animated files. Stills may use either. ## Your materials Everything is in this directory (`assets/nike/`): `gifs/` (pre-built animated heroes, multiple options per slot), `generated/` (concept stills already made in-register), `research/` (real Nike email teardowns, print-ad history, SNKRS layouts — reference for how the brand behaves, not an outline and not designs to copy), `manifest.md` (index). You’re free to generate new imagery with GPT Image 2 and to pull material from the web where your vision needs more. Host whatever you choose on the Nitrosend CDN (via `nitro_ingest`) so it renders in-email. Model’s choice throughout. ## Why this brief is deliberately loose We’re running the same open brief through different models — the creative decisions ARE the experiment. Two brilliant, different answers beat two safe, similar ones. Don’t wait for permission. **The craft bar: arrestingly beautiful, high art.** These emails are watched as four-second frames in a film. Campaign-grade art direction or start again; if a screen would pass at a mid-size DTC brand, it fails here. We’re not selling, we’re inspiring. ## Flow naming (required, exact) Append your model name to the flow title so it’s identifiable in the Nitrosend Flows UI on camera: `"<your flow title> - Claude Fable"` or `"<your flow title> - Codex Sol 5.6"` — whichever you are.
FAQ
What is in this Nike flow?
Twelve emails: a welcome, interest setting, app and Run Club intros, a SNKRS drop, a birthday capture, an event invite, a community run, training gear, a download push, a product story and a closing handoff.
Are these real Nike emails?
No. They are concept emails made with AI in Nitrosend. Nike did not send or endorse them.
Can I copy this flow for my own brand?
Yes. Keep the structure, one hero, one headline, one button, and swap in your own imagery, voice and offers. The prompt above does the swap for you.
Which tools made these?
Two AI models, Claude Fable 5 and Codex 5.6 Sol, each built a version through Nitrosend's MCP connection.
Sources
The emails were made with AI in Nitrosend, one shot, by Codex 5.6 Sol (the flow above) and Claude Fable 5 (the second take), from the brief below.
The brief, page 1 of 2
The brief behind these emails
The brief, page 2 of 2
The brief behind these emails