Founding Partner at NEXT VENTŪRES - Melanie Strong

Terra Podcast - Stay Fit, Stay Connected

Melanie Strong shares her journey at Nike and the inception of NEXT VENTŪRES. Starting at Nike in 2002, Melanie's role evolved from managing non-e-commerce websites to spearheading Nike's digital products, including the Nike Run Club app. She recounts Nike's strategic shift in soccer, initially dominated by Adidas, and how Nike disrupted the market by scouting and nurturing untapped talent, like Cristiano Ronaldo, and making strategic acquisitions like Umbro. Her experiences showcase Nike's commitment to innovation, consumer-focused approach, and the importance of cultural relevance in different markets. Melanie also delves into Nike's forays into wearable technology, like the Fuel Band, highlighting the blend of technology and marketing strategy. Finally, she discusses transitioning to venture capital with NEXT Ventures, focusing on whole-person health and the lessons from Nike that influence her investment approach. Next Ventures ► https://nextventures.com Twitter ► https://twitter.com/girlstrong -- TERRA ► http://tryterra.co More Podcasts ► https://tryterra.co/podcast Twitter ► https://twitter.com/terraapi , https://twitter.com/@kyriakosel -- 0:00 Intro 0:14 - Melanie's early role and Nike's initial digital forays 1:17 - Overview of Nike's evolution 2:52 - Initial major projects 4:06 - Nike Run Club and digital innovation 5:13 - 2010 World Cup 7:22 - Beginnings in Football 10:10 - Talent scouting methods 13:02 - Product innovation and athlete focus 16:00 - Melanie's personal involvement in talent scouting 19:08 - Development and challenges of Nike's wearable technology 22:00 - Marketing strategies for Nike's new product launches 26:10 - Building authentic influencer relationships for product launches 31:20 - The consumer-focused approach and innovation culture at Nike 37:15 - NEXT VENTŪRES and working with Lance Armstrong 47:23 - Investment approach and future trends in health and wellness