My first project for Nike was for something I’ve never actually done myself: marathon running. What I’ve learned as a writer is that great work doesn’t always come from firsthand expertise. It comes from tapping into what makes us human. The need to belong. The desire to feel good, look good, be admired, and be understood. Whether I’m writing a catalog, a hangtag, in-store signage, packaging, branding, or a mantra, my goal is always the same: to create an empathetic connection that goes beyond the product to the person.
