Outside The Lines
Nike
Campaign Proposal · Donald Gibson · Missing The Pieces
At Nike, We Help
Athletes Just Do It
Outside The Lines.
Whatever Their True Passion Is
Nike tells athletes to Just Do It. Outside The Lines shows them what to do when the game is over.
The Idea
For Over 50 Years,
Nike Told Athletes
to Just Do It.
Just Do It on the court. Just Do It on the field. Just Do It in the ring. Now — for the first time — Just Do It outside the lines. The game ends. The person doesn't. Outside The Lines is the first program built to carry athletes past the final whistle into everything they were always meant to become.
The Problem
Nike Tells Athletes
Just Do It. Nobody
Shows Them What.
Just Do It. Nobody
Shows Them What.
Athletes tie their entire identity to sport. When it ends — or pauses — the most powerful three words in sports history feel like they have no target.
- 70% of elite athletes report identity crisis when sport ends
- The schedule vanishes overnight — the most disciplined people on earth drift
- $2.8B NIL market with athletes who have no map to activate it
- Nike campaigns show what athletes do on the field. Nobody captures who they are off it
The Opportunity
Nike Can Be the First
Brand to Answer
the Question After.
Brand to Answer
the Question After.
This window is open. No apparel brand has walked through it with a real system. Nike should be first — and first means permanent.
- Zero major brands run a structured athlete identity development program
- Beyond the sport — purpose defines you, not your uniform
- Beyond the contract — legacy lasts longer than any endorsement deal
- Beyond performance — stats fade. Legacies don't
"Just Do It was always the invitation.
Outside The Lines is finally the answer."
Outside The Lines is finally the answer."
— Outside The Lines × Nike · Campaign Vision
Phase 1 · Start Here
Collegiate & Professional Athletes
Nike already has the most iconic athletes on earth. This is what's possible when someone works with them differently. Give me your current roster and I'll do something with them you've never done.
The Partnership
Nike Says
Just Do It.
OTL Shows
Them What.
The Role
Nike Athlete Marketing Manager
Embedded inside Nike — managing athlete relationships, developing athlete-specific marketing campaigns, and running the end-to-end athlete experience from signing to legacy. The role exists. I'm the candidate who walks in with the system already built.
IP Licensing
Outside The Lines Stays Mine.
OTL comes into Nike as licensed intellectual property. Nike gets full use of the program, the curriculum, and the brand in exchange for licensing terms. I retain ownership of every piece of it — for every athlete and every school it touches.
Creative Partnership
My System.
Nike's Platform.
Nike's Platform.
This isn't just a job application. It's a partnership proposal. I bring OTL — a complete, built, ready-to-run athlete development system. Nike brings the athletes, the reach, and the infrastructure. Nobody else is walking in with this.
Nike Brings
The Platform
- The most recognizable athlete roster in the world
- Unmatched brand reach across every major sport
- World-class content production and distribution
- Global sports marketing infrastructure
- 50+ years of athlete trust and cultural authority
Outside The Lines Brings
The System
- 12-week athlete identity & brand development program
- Purpose & brand discovery framework — already built
- NIL strategy & execution tools
- Leadership & communication training
- Built by a certified coach with TV storytelling experience
The Signing Incentive
No Other Sponsor Gives Athletes This.
Nike doesn't just sign athletes — with OTL, Nike gives them something that outlasts every contract, every season, and every highlight reel. Purpose outside the lines. Athletes aren't just choosing a shoe deal. They're choosing the only brand that invests in who they are when the jersey comes off. No competitor can offer that. That's a reason to sign with Nike that money alone can't replicate.
The Flight Path
From Signed
to Iconic.
Every Nike athlete goes through five stages. OTL lives at the most critical one — where identity, brand, and purpose are built. That's where the content comes from. That's where the loyalty is earned.
01
Sign
Nike identifies & signs the athlete
02
Build
OTL 12-week identity & brand program
OTL Lives Here
03
Define
Purpose, values & brand voice locked in
04
Activate
NIL strategy, content, partnerships
05
Legacy
Global campaigns, media, lasting impact
The 12-Week Program
Each Week Teaches
Athletes How to Just Do It Further.
Three phases. Every week produces content. Every week builds the brand. Every week, they step further outside the lines.
Phase 1 · Weeks 1–4
Just Do You
- Reclaiming identity beyond sport
- Rebuilding routine & daily discipline
- Mastering emotional control
- Redefining personal success
Identity Built Here
Phase 2 · Weeks 5–8
Just Do the Work
- Financial awareness & ownership
- Relational capital & networking
- NIL strategy & monetization
- Personal mission & vision statement
Brand Activated Here
Phase 3 · Weeks 9–12
Just Do It Always
- Leading from where you are
- Time mastery & schedule design
- Confidence & communication
- 90-Day Life Game Plan
Legacy Starts Here
The Content Engine
Every Week Is a Story.
Every Story Is Content.
Every Piece of Content
Is a Campaign.
1
Week
12-week program live in real time
2
Capture
Film the journey, not just the result
3
Distribute
Social, podcast, Nike original content
4
Amplify
Campaign assets, partner stories, press
Output:
Mini-Docs
Social Clips
Podcasts
Commercial Spots
Press
Brand Deals
4 Commercial Concepts
4 Spots. 4 Truths.
1 Tagline.
Every spot closes the same way: At Nike, we help athletes Just Do It — Outside The Lines.
Spot 01
"Who Are You Without the Uniform?"
Empty locker room. Athlete sits alone. Voice over: "Your whole life, the sport defined you. The schedule is gone. The crowd is gone. Now what?" They open the OTL workbook. Cut to — transformation.
Close: At Nike, we help athletes Just Do It — Outside The Lines.
Spot 02
"Inside The Lines"
Five sports. Five athletes. Nike cleats, jerseys & helmets cross their line. The beat drops — they walk back out. No coach. No schedule. No crowd. They step into classrooms, offices, empty streets with the OTL Playbook.
Close: Nike tells you to Just Do It inside the game. Outside The Lines shows you what to do when the game ends.
Spot 03
"You Are the Brand. You Always Were."
Montage of an athlete discovering their story, their voice, their message. A brand that was always inside them — finally activated, finally moving. The Swoosh was never just on their shoe.
Close: Your name was always valuable. Now you know where to take it.
Spot 04
"Your Voice Is Your Value."
Athlete speaks in an interview, a pitch meeting, a room full of people. Every word lands with confidence. Clear. Rooted. Unshakeable. This is what Just Do It looks like with no scoreboard.
Close: Nike gave you the identity. Outside The Lines showed you how to use it.
Why I'm Already Doing This Job
The Role Requires It.
I've Built It.
Role Match
End-to-End Athlete Experience — Onboarding to Legacy
What Nike requires → What I bring
›
Nike requires: Build and run the end-to-end athlete experience — from the moment they sign all the way through offboarding — ensuring every athlete receives the highest level of service and support.
What I bring: OTL is the end-to-end system. 12 weeks with every professional athlete. 24 weeks with every student athlete. From identity to brand to purpose to legacy — I've already built what Nike is asking this role to deliver.
Role Match
Athlete-Specific Marketing Campaigns
Drive brand and commercial value through athlete partnerships
›
Nike requires: Develop and implement athlete-specific marketing campaigns that work with internal teams and external partners to improve the impact of Nike's athlete partnerships.
What I bring: "Just Do It — Outside The Lines" is that campaign. Four commercial concepts. A full content engine. A documentary framework. All built around individual athlete stories — not generic brand spots. Already written. Already ready.
Role Match
Integrating Athletes Into All Facets of Nike
Purpose, brand, entertainment marketing, and beyond
›
Nike requires: Integrate athletes into all facets of Nike — including product, innovation, brand, purpose, entertainment marketing, and communications.
What I bring: OTL is the bridge between who an athlete is and how Nike uses them. When an athlete knows their purpose, their voice, and their brand — every collaboration with Nike goes deeper. I'm the person who builds that foundation before the cameras roll.
Role Match
Athlete Relationships — Agents, Teams & Internal Partners
Build and maintain relationships that drive results
›
Nike requires: Build and maintain positive relationships with Nike-sponsored athletes, their agents, and their teams — while collaborating with internal marketing, product, and communications partners.
What I bring: As a certified coach and TV storyteller, I've spent my career learning how to build trust with people — and turn that trust into results. Athletes don't open up to brands. They open up to people who actually see them. That's the skill this role needs most, and it's what I do.
Who I Am
I'm Not Just Proposing a Role.
I'm Handing Nike a Blueprint.
I'm Handing Nike a Blueprint.
World Coach Institute · SYMBIS · Gottman Institute · PositivePsychology.com. TV writer and storyteller. I know how to find the narrative inside a person and make it land with an audience — and with a camera. I built the OTL 12-week program from scratch — refined, road-tested, and ready to scale. The blueprint exists. Nike is the platform.
Phase 2 · The Real Expansion
This Is Where
We Really Grow.
We Really Grow.
Phase 1 makes Nike's current athletes more purposeful, more marketable, and more publicly loved. Phase 2 opens a market no apparel brand has ever touched — and those Phase 1 athletes become the faces that make Phase 2 possible.
Phase 2 · High School Edition
No Apparel Brand
Has Ever Been
in This Room.
High school is where brand loyalty forms for life. Ages 16–18 are the window. Nike already has more high school presence than any brand on earth through gear, sponsorships, and culture. But nobody has been inside the athlete's identity. Outside The Lines changes that — not as a product push, but as the program that actually showed up for student athletes when it mattered.
The Loop Between Phase 1 & 2
Phase 1 Athletes
Are Phase 2's
Inspiration.
Are Phase 2's
Inspiration.
The collegiate and pro athletes from Phase 1 become the faces that walk into Phase 2 high schools. Students already look up to them. Now those athletes are in their school, running their program, backed by Nike.
- Phase 1 athletes get more public love and visibility
- Phase 2 students get real access to real Nike athletes
- Nike wins both rooms simultaneously
- The content loop runs in both directions
The Bigger Miss
8M+ Student
Athletes. Zero
Brands Inside.
Athletes. Zero
Brands Inside.
Every future Nike athlete, ambassador, and loyal customer is sitting in a high school classroom right now — deciding what brands stand for. This space is completely unclaimed.
- 8M+ high school student athletes in the U.S.
- 24 weeks of brand presence — no paid media can match this
- Loyalty formed at 16–18 lasts a lifetime
- First mover advantage — no competitor is here
Who Runs the Program
OTL Facilitators
Run the Room.
Nike Athletes Make the Moment.
The day-to-day is run by Nike Athlete Marketing Managers — already on payroll, trained on the OTL workbook, deployed as program facilitators inside every school. Nike athletes rotate in for high-impact sessions. Scalable because the infrastructure already exists.
Nike Athlete Marketing Managers
The Engine
of the Program.
of the Program.
Already on Nike's payroll. Deploying them as OTL facilitators costs nothing extra — and gives the program consistent, credentialed weekly delivery at every school on the tour. They're already managing athlete relationships. Now they're building them before anyone else gets the chance.
- Already employed — zero additional overhead to deploy
- Trained on the 24-week OTL workbook curriculum
- Run weekly sessions as Nike representatives inside schools
- Scale to new schools without new hires
Nike Athletes & Former Athletes
The Moments
They Remember.
They Remember.
Active Nike athletes drop in for high-impact sessions. Former Nike athletes take on a bigger facilitator role — giving them meaningful work and income after their careers end, while extending Nike's relationship with them beyond the final game.
- Active athletes appear for Athlete Days, kickoffs, showcases
- Former athletes take on regular facilitator roles
- Nike extends athlete relationships beyond the playing career
- Content gold every time a Nike athlete walks through the door
The School Tour
Hit the Schools
with the Top Athletes
First.
Not a broad rollout. A targeted strike. Start with the schools producing the nation's top recruited athletes — where the stakes are highest and the Nike brand is already worn on every sideline.
01
Identify Target Schools
Select high schools with the top recruited athletes in priority markets — schools that produce D1 talent, attract scout attention, and carry cultural weight in their cities. Nike already knows these schools.
02
Nike OTL Kickoff Day
Launch with a live event — Nike athlete on campus, workbooks in hand, cameras rolling. A day the school, coaches, parents, and athletes never forget.
03
24 Weeks In the School
OTL-certified facilitators run the full 24-week program. Weekly sessions. Weekly Nike brand presence. The workbook in athletes' hands every single week.
04
End-of-Season Showcase
Nike-branded close — students present Life Game Plans. Nike Scholars recognized. Content captured all season comes together into a full story.
05
Scale Nationally
Every school adds proof of concept. Every story adds to the content library. Nike becomes the most credible youth athlete development brand in the country — not just the most visible.
The School Partnership Framing
What Schools Get.
What Nike Gets.
"We're not bringing a brand into your school. We're bringing a student-athlete development system funded by a global partner who believes in what these athletes can become."
What Schools Receive
- Structured 24-week life skills curriculum for student athletes
- Assemblies and live workshop sessions from real Nike athletes
- Mental health and identity support programming
- Access to Nike athletes as speakers and mentors
- Career exposure in media, sports business, entrepreneurship
- Fully funded — zero cost to the district
What Nike Receives
- Early cultural access to top athletes before college and pro
- Brand presence inside schools where paid media cannot go
- National content pipeline of authentic young athlete stories
- Cultural credibility in education — not just sports
- Brand imprint during loyalty-formation years (ages 16–18)
- First mover advantage — no competitor has claimed this space
Phase 2 · The 24-Week Workbook
Already Built.
Already in Students' Hands.
Ready to Scale.
110 pages. 24 weeks. Nike present at every step. The moment Nike says Just Do It — this launches.
WK 1Reclaiming Identity Beyond the Game
WK 2Creating Daily Structure
WK 3Mastering Emotional Discipline ★ Nike Workshop
WK 4Rebuilding Confidence
WK 5Building Financial Awareness
WK 6Building Relational Capital
WK 7Mission & Vision Statements
WK 8NIL Strategy & Awareness ★ Nike NIL Week
WK 9Leadership From Where You Are
WK 10Mastering the Daily Plan ★ Nike Workshop
WK 11Decision-Making & Consequences
WK 12Creating Your Life Game Plan
WK 13Storytelling & Personal Branding
WK 14Social Media Identity ★ Content Capture Day
WK 15Personal Website & Digital Resume
WK 16NIL Pitches & Outreach ★ Nike Case Study
WK 17Speaking With Confidence
WK 18Managing Pressure & Expectations
WK 19Protecting Your Reputation
WK 20Faith & Identity
WK 21Healthy Relationships & Boundaries
WK 22Time Management & Priorities
WK 23Financial Literacy Basics
WK 24Building a Legacy ★ Nike Showcase & Scholar Recognition
No other brand gives athletes purpose outside the lines.
That's a reason to sign with Nike no competitor can match.
That's a reason to sign with Nike no competitor can match.
— The Signing Incentive · Outside The Lines × Nike
Potential Revenue Streams
The Program Pays
for Itself — and Then Some.
While our initial rollout is designed to give Nike access to the next generation of athletes, deepen the brand's cultural impact, and make current athletes more loved — Outside The Lines also creates direct opportunities to generate revenue of its own.
01
School District Program Fees
When other districts see the video proof of what's happening inside Nike's partner schools — the athlete days, the showcases, the student stories — they'll want in. Districts pay a program fee to have an OTL facilitator come into their school and run the workbook sessions.
02
Non-Nike Athlete Training
The same system Nike athletes go through becomes a paid offering for collegiate and professional athletes outside the Nike roster. Individual athletes, agents, and families pay for access to the program producing visible results on Nike channels.
03
Team & Locker Room Implementation
College athletic departments and professional franchises pay to bring OTL in as an organizational program — run directly inside their locker rooms. Nike's relationship with every major sports program in America makes this distribution effortless.
04
The Workbook
Every tour stop, every piece of content, and every athlete story drives demand for the workbook. Athletes, parents, coaches, and fans can purchase it directly — on the Nike website. The program creates the demand. The product captures it.
05
Coach Certification & Licensing
Train other coaches to deliver OTL. We collect a fee every time a certified OTL facilitator runs the program independently. This is how the program scales beyond what we can physically deliver — and turns into a recurring royalty stream.
06
Youth & Club Sports Organizations
AAU programs, travel teams, and club sports organizations already charge parents premium for every competitive edge. OTL fits directly into that market — no school district approval required, faster to close, and parents are already spending.
07
Curriculum Licensing to Universities
Sports management and athletic administration programs at universities could license OTL as formal coursework. A royalty-based model that generates income without anyone having to be in the room — and puts Nike's name on the syllabi.
08
Keynote & Speaking Fees
Every program that runs builds credibility. That credibility converts into paid speaking at athletic conferences, coach summits, booster events, and college athletic department meetings. Each appearance is also a direct sales channel for every other revenue stream.
That's the Nike Brand Everywhere It's Never Been.
Nike's name in school districts, locker rooms, college campuses, athletic conferences, and on university syllabi. Nike being mentioned in rooms no apparel brand has ever been invited into — not as a sponsor, but as the organization that actually cared.
Go Deeper
The Full Picture
Is Right Here.
One Script. One Vision.
The commercial isn't a concept — it's finished work. Nike doesn't have to imagine what this sounds like. The script exists. The webpage is the deck.
60-Second Commercial Script
Inside The Lines.
Outside The Lines.
Outside The Lines.
A fully written, time-coded 60-second commercial script. Five sports. Five athletes. Nike gear on every one. They cross into their sport, then walk out. The world inside the lines made sense. Outside it, nobody gave them a playbook. Until now.
- Opens on Nike cleats crossing the white line — every sport
- The beat drops at 0:23 — athletes stop, turn, walk off
- Donald Gibson hands out OTL playbooks in real environments
- Closes: "At Nike, we help athletes Just Do It — Outside The Lines."
Nike Says
Just Do It.
Let's Show Athletes What to Do
Outside The Lines.
Three asks. One vision. The pilot, the campaign, and the partnership that makes Nike the first brand in history to tell athletes not just to Just Do It — but to show them exactly what that means when the game is over.
At Nike, We Help Athletes Just Do It — Outside The Lines
Missing The Pieces · Donald Gibson · Outside The Lines × Nike