Just Do It: even for Nike, innovation requires bravery
ROI Impact:
Using our rapid, AI-driven experimentation method:
22% revenue growth: Targeted in-store pilots drove a surge in Move to Zero product sales, showing strong demand for sustainable innovation.
13% increase in units sold: Real-world experimentation resonated with environmentally conscious consumers and proved scalable.
6% boost in brand awareness: Nike’s sustainability mission reached more customers, strengthening engagement and visibility.
The challenge
Nike’s Move to Zero initiative, its commitment to zero carbon and zero waste, had a clear goal: achieve carbon neutrality by 2025. But progress was slowed by the scale and complexity of a global organisation. What Nike needed was the courage – and a process – to move faster.
That’s where we came in. Brilliant Noise helped Nike just do it – transforming ambition into measurable, market-ready action.
What we did
We partnered with Nike to create a rapid experimentation model powered by AI. The aim was to help teams cut through organisational barriers and test bold sustainability ideas in the real world.
Using AI tools, we analysed and prioritised over 100 early concepts, identifying the most viable and high-impact opportunities. Each idea was then translated into a structured, measurable experiment — tested in select stores with real customers.
The process combined speed, data, and creativity – turning Move to Zero from a strategic goal into something customers could experience directly.
The impact
The results were immediate and significant. Sales of Move to Zero products increased by 22%, unit sales rose by 13%, and awareness of the initiative grew by 6%. 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.
Key outcomes
Faster innovation: A scalable, AI-powered process for testing and launching ideas.
Sustainable growth: Move to Zero became a catalyst for measurable sales and brand impact.
Cultural shift: Teams gained the confidence to act boldly, experiment, and “just do it” – again and again.
AI Integration Benefits
Scalable innovation model
Nike’s teams now have a repeatable framework for future initiatives — fast, focused, and fearless.
Structured experimentation
Data-driven design enabled clear, measurable tests that informed strategic rollout.
Smarter prioritisation
AI helped streamline and rank 100+ sustainability ideas for maximum impact.