Nike Delicious Is... Contest

Creative Direction, UX Designer, Agency Owner

Ted Billups creative directed and led a team of UX designers, developers, marketers, managers and 3D artists to create a Nike approved women's contest for 18,000 high schools to leverage their unique school pride, and Nike to sell custom shoes to a niche 12-17 audience.
Ted Billups
Creative Direction, UX Design, Web  implementation
"Our engagement with Billups Design has resulted in increased traffic, conversions and revenue over the past 24 months.

Billups Design has brought cutting-edge insights, usability and information architecture expertise and design brilliance to every site evolution and content improvement. Our rapid growth has been driven in large part by their leadership in all our online initiatives.

In addition, Billups has been our “go-to agency” for the development of custom ad solutions for important Gannett advertisers like Nike, P&G/Secret, U.S. Army and GM/ Pontiac. Billups Design’s ability to meet Nike’s high brand and design standards has resulted in some really great work (read – profitable) for Nike+ Human Race, NIKEiD “Show Your Colors”, and Nike Women's “Delicious Training.”

D Mcpherson
HighSchoolSports / Gannett

Nike wanted to reach young women 12-18 for their Nike Women Delicious Trainingcampaign. reaches this audience at 18,000 high schools inthe US.


These young women represent a school team and want to show their excitement and dedication to the training that goes into being successful, as an individual and as a team. A Nike Delicious Team contest would harness this excitement and unity of training for their team, as they express themselves with team photos defining what “Delicious is…” A dynamic digital ad campaign communicating this same message can run on (Gannett) to target and drive theF12-18 audience to the contest.


To make these ideas a reality, Billups Design developed the messaging and created a “Nike DeliciousTraining Contest” site and ad campaign to attract and engage the audience. The contest asks the female students and teams to “upload and vote for the photo of your favorite female athlete’s or team’s personal bests for the chance to win aDelicious Training session with a Nike athlete.”


The Nike Women’s Delicious Team Contest site and ad campaign increased awareness of Nike Women Delicious Training message, drove participation and engagement within the contest, and received more contest entries than were expected.

Nike Delicious Is... Contest for high school sports and Gannett
Contest gallery of user shared sports moments to compete and win money for schools and students.
Contact Ted Billups
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