The Transition from Nike SPARQ to Nike Training
By late 2013, Nike began phasing out the SPARQ (see our involvement with SPARQ) brand and integrating it into the broader Nike Training ecosystem. This shift reflected Nike’s strategic move to reposition Nike Training as a unified lifestyle and performance category, rather than a niche testing and training identity. It coincided with the emergence of Nike+ Training, the rise of digital training apps, and a global push for brand unification.
Despite Nike reducing the size of its internal “Network,” Will Hitzelberger and Dan Schuck were invited to become part of the newly formed Nike Training Team—a group focused on innovation, athlete engagement, and digital coaching experiences. This opened the door to a number of groundbreaking projects.
Nike+ Training Platform
Our first major project was with Nike+ Training, a program that combined in-shoe sensors, mobile apps, and console-based systems to deliver personalized training plans, real-time feedback, and social interaction.
We collaborated with Nike engineers and performance teams to test new innovations, design workouts, and refine user experiences—often working alongside world-class athletes like Alex Morgan (see more about our work with Alex Morgan).
Nike Training Hub
Alongside this, Nike launched the Nike Training Hub—an interactive global portal where athletes could submit training-related questions directly to Nike experts.
As part of the Nike Training Team, we served as the professional coaches behind the screen—answering questions, offering performance insight, and connecting athletes worldwide to credible, science-backed training guidance.
USA Women’s National Soccer Team Project
Our next initiative took us on-site with the U.S. Women’s National Soccer Team, collaborating with Performance Director Dawn Scott.
Nike wanted to support the team’s testing protocols and data collection process. Fresh off an Olympic Gold Medal and featuring one of the most historic rosters in women’s sports, this project deepened Nike’s commitment to evidence-based performance innovation.
Nike Photo Shoots and Campaign Integration
In 2015, we began contributing to Nike’s global marketing campaigns—joining photo and video shoots to provide athletic expertise alongside Nike’s artistic direction.
Our role was to ensure authenticity: that every pose, drill, and movement reflected the precision and power of the athlete. We worked with some of the world’s most recognizable names, including Ashton Eaton (Decathlon), Rory McIlroy (Golf), Grigor Dimitrov (Tennis), and Alex Morgan (Soccer)—showcasing their athletic dominance through Nike’s newest apparel lines.
A Decade of Innovation and Partnership
Over time, Nike refined its internal structure, narrowing the Nike Training Team to a select group of global experts driving the brand forward.
For Will and Dan, it marked the culmination of a 10-year run as Nike Ambassadors—a period that offered invaluable lessons in innovation, athlete engagement, and performance system design within one of the world’s largest and most influential companies.
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