Nike SNKRS App, Web, and Launch

At Nike, I lead a world class product team that builds high-impact, engaging, and viral features for the SNKRS App, Web, and Launch experience. Working at Nike, on SNKRS, has been one of the most fulfilling roles of my career. As a lifelong sneakerhead, this is my dream job. I want to build experiences that inspire the next generation and drive meaningful impact to the handful of stores that inspired me growing up.

Here are handful of projects to highlight (I’ll add more later!).

SNKRS Reserve (Pre-order)

Advertisement for SNKRS Reserve featuring a light blue sneaker on display
Advertisement for SNKRS Reserve featuring a light blue sneaker on display
White Nike G.T Future sneakers with red swoosh logo, reserved for Swooshman, shipped by July 20, 2026, on a black background with Nike branding and reservation details.
Guide page titled 'A Guide to SNKRS Reserve' explaining pre-order, shipping, and reservation process for sneakers in red and black text.

SNKRS Reserve (Pre-order) is Nike’s first ever made-to-order, pre-order experience in the Nike SNKRS app, launched in late 2025 at Kobe Mamba Invitational. This feature drove impact by allowing members to secure exclusive, high-demand sneakers before production and ahead of a public release. Users pay in advance to guarantee their size during the open window, with items shipping at a later time. This paradigm changed the way Nike has operated in the last 50 years. Through pre-orders we satisfy demand, capture consumer wallet share, and drive incremental revenue and margin for Nike at full price realization.

Credits: Deepa Nair + S23 Engineering and Design team

SNKRS Maps

Map of New York City with the words 'SNKRS MAPS' and a large red Nike swoosh logo overlay.
A promotional event setup for SNKRS Maps Challenge featuring a table with a yellow tablecloth and two people, one seated and one standing, against a hedge with tall trees and a clear blue sky in the background.
Poster for the 2026 All-Star event on February 14, featuring a map of Los Angeles, a photo of palm trees, and bold text.
Screenshot of a mobile app displaying information for a location called Undefeated in New York, NY, including address, phone number, and website, with social media icons at the bottom.
Map of Manhattan, New York City showing locations of various places: 'Conceptrs NYC' in Midtown, 'Todd Snyder' near Kips Bay, 'two : minds' on W 14th Street, and 'Extra Butter' near East Village. Red markers indicate points of interest, with some circles showing numbers for clusters or counts.

SNKRS Maps is a localized, interactive guide to discover streetwear and sneaker retail locations, boutiques, and exclusive community events based on a users real-time location. It was piloted in North America during NBA All-Star 2026 Weekend where it powered a SNKRS scavenger hunt event enabling users to check-in at different locations in order to redeem free prizes. It enables our members to find authorized stores nearby, check store information, and connect to in-person shopping experiences and events.

Credits: Callista Michael-Rill + S23 Engineering and Design team

SNKRS Code

A sneaker with white laces and a green and white color scheme, along with overlay text announcing Nike's SNKRS code releases.
Person wearing a yellow jacket and green Nike Air sneakers is playing with multiple packs of Slims cigarette rolling papers on a gray surface, with some packs open and scattered.
Pair of Nike Air sneakers in black, white, and green colorway displayed on a white surface against a dark background.
A group of people standing and sitting in front of a building with large windows and brick exterior. Several are holding shoes and posing for the photo, with some raising their hands making gestures. The building has artwork on the upper part and signs indicating a multi-floor art and retail space.

SNKRS Code is an experience that unlocks access to exclusive product through the discovery of a secret password, or Code. These passwords could take the form of trivia answers, special phrases or other creative formats (eg physical posters or locations), and can be found on Nike platforms, partner social channels or maybe hidden on the pair you're looking for next.

Credits: Hector Guevara + S23 Engineering and Design team

Power the NBHD

A stage with a large screen displaying the text 'Partnership Redefined 4.0' and the phrase 'Building a Legacy.' There are several people seated on the stage and a man standing with a microphone in front of the screen, dressed in a green jacket and glasses.
A conference or seminar with a stage, two large screens displaying a welcome message, and an audience seated facing the stage. There are two speakers on stage, one sitting and one standing, with plants and a large decorative backdrop behind them.
A conference or seminar with a stage, two large screens displaying a welcome message, and an audience seated facing the stage. There are two speakers on stage, one sitting and one standing, with plants and a large decorative backdrop behind them.
A panel discussion at the Nike Sneaker Maps event, featuring several people seated on a stage with a large Nike Sneaker Maps logo screen behind them and an audience watching.
A panel discussion at the Nike Sneaker Maps event, featuring several people seated on a stage with a large Nike Sneaker Maps logo screen behind them and an audience watching.

Power the NBHD - Nike North America hosted an annual summit, Partnerships Redefined, that invited many influential NBHD doors to Nike World Headquarters (WHQ). I had the honor and privilege to attend and speak, and represent SNKRS at all of the summits. Topics ranged from the SNKRS Roadmap to the impact and features that we were building to support and drive impact for their businesses (the NBHD).

Credits: Samuel Lo, Maria Civitate, Callista Michael-Rill