The Nike Campus Quest
Self-Guided Onboarding
Context
Nike wanted new starters to connect with one another, explore its Belgian campus, and understand the culture, teams, and leadership behaviours that shape the organisation. The challenge was to create an onboarding experience that could run across shifts, languages, and cohort sizes without relying on trainers, L&D resources, physical installations, or materials that could quickly become outdated.
We designed The Nike Campus Quest: a fully autonomous, chatbot-guided journey through 12 interactive stops, where new starters explored the campus, completed team challenges, and discovered how Nike works.
Objectives
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Create a Strong Start for New Starters: Help new joiners connect with each other early and begin their Nike journey with energy and confidence.
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Guide People Through the Campus: Help participants explore Nike’s six Belgian distribution centres and other key campus locations so they understand how the wider operation fits together.
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Introduce Culture and Ways of Working: Bring Nike’s spirit, maxims, leadership behaviours, and ways of working to life through the journey.
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Make Onboarding Fully Autonomous: Design an experience that can run without facilitators or support from Nike resources.
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Keep It Scalable and Sustainable: Ensure the journey can work across different cohort sizes, shifts, and languages without relying on physical installations or materials that can become outdated.
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Make Learning Social and Interactive: Create a format that keeps teams talking, exploring, solving, and reflecting together rather than simply following content on a screen.
Format
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Fully autonomous campus onboarding experience.
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Chatbot-guided and available in Dutch and English.
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Designed to work across day, night, and weekend shifts.
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Built around 12 interactive stops across Nike’s campus.
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Blended discovery, collaboration, self-reflection, video content, and challenge-based learning.
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Built to run month after month without facilitation.
Activity Description
Setting Off Across Campus
New starters began the experience with Swooshy, Nike’s multilingual chatbot guide.
From there, teams were led through a 12-stop journey across Nike’s Belgian campus, visiting 6 distribution centres as well as key shared spaces such as the employee shop, the history wall, office areas, lunch facilities, and the employee gym.
The chatbot replaced the need for a printed map or live facilitator, guiding each group from one location to the next and keeping the journey moving in real time.
Discovering
How Nike Works
Each stop was built around a specific challenge designed to reveal something important about Nike.
Some activities helped participants understand what happens in different parts of the campus and how the wider operation fits together. Others used short employee videos, quizzes, interactive exercises, and guided reflection to bring Nike’s maxims, leadership behaviours, history, culture, and ways of working to life.
The result was a structured discovery journey where new starters learned by exploring, discussing, and solving challenges together.
Running Autonomously at Scale
What made the experience distinctive was that it ran entirely on its own. There was no facilitator, no HR presence, and no physical installation required anywhere on campus. One person in the team used the chatbot, and the challenges themselves were designed to be solved collaboratively, keeping groups in conversation throughout the three-hour experience.
The result was a fully autonomous onboarding journey that could run across shifts, languages, and cohort sizes while still feeling social, interactive, and highly engaging.
