Bridging Passion, Product, and Purpose Through Story-Led Engagement
Welcome back to the Skylark Community Spotlight, where we dive into communities making impact through connection, culture, and contribution. This week, we shift our lens from the blockchain trenches to the grassroots playing fields—featuring one of the most iconic, story-driven ambassador networks in the world: Nike’s EKIN Program.
👟 Who Are EKINs?
In the world of Nike, EKINs (Nike spelled backwards) are more than brand ambassadors—they are the soul of the Swoosh, the heartbeat between product and person, innovation and emotion.
Since 1981, EKINs have been trusted storytellers, local community champions, and athlete advocates. They're not just talking about sport—they’re living it. Whether in schools, parks, rec centers, or locker rooms, EKINs connect Nike's vision to real lives, ensuring that every campaign, product, and message stays grounded, relevant, and purposeful.
💡 Why EKINs Embody Community-Centric Engagement
What makes the EKIN program so powerful is its deep alignment with human storytelling, grassroots strategy, and cultural listening. These values are exactly what Skylark’s AI-powered agents were built to scale—at the community level, with intentionality and resonance.
Skylark Founders's Notes Last week Wednesday, I had the pleasure of attending Nike's premier EKINU event geared towards celebrating partnering Retail employees in the Atlanta area. Watching from a 3rd party view, it was definitely dope to see the energy of the employee who felt like Nike threw an exclusive "school trip" or tailored event." Engagement was showing up in a couple of ways from the custom T-shirt printing on the spot to a photo booth. We , at Skylark, had some in-progress ideas to share but let's further explore how the application of our Blossom Engagement Framework can further built on what I saw at the EKINU even and how Skylark can play a role.
Skylark Agents in Action: EKIN Edition
1. Motivation Mapping Agent
Understanding the Why Behind the Athlete → Map what motivates each community—basketball in Atlanta? Running in Oakland? → Tailor EKIN campaigns and activations to those local sparks. Result: Stories that hit home because they start from the heart.
2. Goal Setting Agent
Designing Purposeful Quests for Impact → Break down long-term EKIN goals into quests: “Host 3 rec center activations this month.” → Turn product storytelling into local missions that spark momentum. Result: Measurable wins that feel mission-driven and motivating.
3. Behavior Monitoring Agent
Tracking Energy on the Ground → Use real-time data to see which activations resonate, which communities are thriving. → Identify which storytelling formats (video, IRL meetups, sneaker drops) drive the most engagement. Result: Insights that help Nike evolve with its people—not above them.
4. Feedback Loop Agent
Closing the Loop Between Brand and Community → Celebrate local EKIN activations in real-time, shout out teams and athletes. → Empower communities to share feedback on product fit, purpose, and impact. Result: A living dialogue between brand and community.
5. Social Dynamics Agent
Turning Movement Into Momentum → Launch team-based EKIN quests: “Activate your city,” “Start a youth mentorship pod.” → Use social game mechanics to reward collabs across cities and cultures. Result: Community empowerment through shared mission and friendly competition.
6. Emotional Anchoring Agent
Deepening the Story Connection → Create immersive, story-based quests: “The Journey of the Underdog,” “From Court to Culture.” → Document real local stories that mirror the innovation behind the product. Result: Stories that stay with you long after the campaign ends.
7. Habit Formation Agent
Building Rituals of Movement and Motivation → Weekly EKIN check-in quests: “Train with your crew,” “Share a story from your city.” → Establish rhythm in outreach, education, and community leadership. Result: EKINs show up consistently—and communities come to count on them.
8. Evolution Agent
Scaling What Works, Rethinking What Doesn’t → Capture data across regions to understand which EKIN formats are driving the most authentic engagement. → Continuously refine activations, language, and tools to meet the moment. Result: A program that adapts in real-time, not quarterly reports.
🔍 Quest Ideas for EKINs Powered by Skylark
🏀“Host the Hustle” Quest – EKINs run a 3-part community activation series: local game, sneaker story, athlete spotlight.
🧠“Your Story. Your City.” Quest – Youth submit stories for EKINs to share on Nike platforms.
🎤“Mic Up Your Movement” Quest – EKINs record live reflections after events to contribute to Nike’s listening loop.
🤝“Crew Code Quest” – Recognize tight-knit crews in each city who uplift their neighborhoods through sport.
📬 From Storytelling to Systems
Nike’s EKINs already embody what Skylark aims to enable: real-world connection, emotional storytelling, and mission-aligned action. By embedding smart, adaptive engagement infrastructure underneath EKIN efforts, the brand can amplify authenticity, scale impact, and deepen trust.
And in the world of community, trust is everything.
