Nike Media Platform
The platform behind
every Nike experience.
Every video you see on Nike.com, the Nike App, SNKRS, Nike Run Club, Nike Training Club, and Nike Team — from narrative brand films to product display pages — runs on the Nike Media Platform. So does DNA, Nike United, and Workvivo.
Before NMP, Nike's media delivery was fragmented across a sprawl of duplicative vendor solutions — Cloudinary, Akamai, Brightcove, and others. Each with its own contracts, integrations, credentials, and operational burden. That complexity drained budget, slowed delivery, blocked big ideas, and pushed ownership of Nike's content and the critical last-mile consumer connection outside of Nike.
NMP changes that. By unifying video, images, and live streaming into a single Nike-owned platform, media delivery stops being a cost center and becomes a competitive advantage that compounds year over year.
Nike Media Platform in Action
We're changing the way Nike
delivers media to the world.
See how NMP unifies video, images, and live streaming into one Nike-owned platform — replacing vendors, saving millions, and giving Nike full control of its content.
Nike Media Platform — Business Impact
Not just a cost savings play —
a competitive advantage.
Bringing Nike's media onto one platform doesn't just simplify delivery. It delivers real, measurable business impact — fundamentally changing how Nike moves at scale.
Nike Media Platform — Capabilities
Composable infrastructure.
Every type of digital media.
NMP is composable infrastructure replacing a sprawl of vendor solutions — Cloudinary, Brightcove, Akamai — with one Nike-owned platform. Video, images, live streaming, audio, and 3D assets all run through a single, unified pipeline.
Video Transcoding
Upload once and NMP automatically produces adaptive streaming packages optimized for every screen and connection. High-quality and bandwidth-efficient variants are generated automatically — no encoding knowledge required.
Live Streaming
Broadcast to any audience, at any scale, on Nike-owned infrastructure. When an event ends, the stream is automatically archived as on-demand video — no manual steps, no separate workflow to trigger.
Real-Time Image Transformation
Resize, crop, reformat, and stylize any image on the fly via a simple API — no pre-processing pipelines, no derivative storage. Every transformed image is cached globally so subsequent requests are instant.
Named Transformations
Define a transformation once and reference it by name everywhere. Teams share consistent presets across surfaces without repeating parameters — and any preset can be overridden inline for one-off needs.
Nike-Owned DRM & Security
Content protection, access control, and authentication all stay inside Nike. The last-mile consumer connection is Nike-owned — not delegated to a vendor.
3D Assets & Audio
3D models and audio files move through the same unified ingest, metadata, and delivery infrastructure as video and images. Every asset type is searchable and accessible through the same API.
Bulk Download
Download large collections of assets in a single request — with optional image transformations applied per asset. Originals, thumbnails, and print-ready variants can all be included in the same package.
Asset Search & Metadata
Every asset is indexed and fully searchable — by keyword, date, category, tag, and more. The same search powers internal DAM discovery and consumer-facing contextual marketing.
Live streaming, end-to-end
on one Nike-owned platform.
From broadcast ingest to global delivery — NMP handles the full live streaming lifecycle and automatically converts broadcasts to on-demand VOD when the event ends.
Nike Media Platform — AI
Intelligence built
into every asset.
NMP runs dedicated AI pipelines that fire automatically on ingest. Every video gets transcribed. Every transcript gets translated. Every asset gets classified. No manual steps, no third-party vendors — intelligence is built into the platform, not bolted on.
Automated speech-to-text,
triggered on ingest.
The moment a video is processed, NMP automatically generates accurate, time-coded transcripts — no manual trigger, no third-party service, no extra step. Transcripts are immediately searchable and flow directly into translation and subtitle generation.
- Zero-config — triggers automatically on every video upload
- Precise word- and cue-level timing
- Feeds directly into translation and subtitle generation
- Powers accessibility metadata and asset search
One source transcript.
Every language. Automatically.
NMP takes a completed transcript and generates localized subtitle files for every enabled language automatically — no localization vendor required. Trusted pipelines can skip manual review entirely, removing the last bottleneck from the localization workflow.
- No external localization vendor required
- Subtitle files generated per locale automatically
- Each asset tracks which languages are active
- Optional auto-approve flow bypasses manual review for trusted sources
- Subtitle files uploaded externally are normalized on ingest
AI that reads every asset
and knows what it contains.
NMP automatically classifies every asset on ingest — identifying subjects, scenes, objects, and content flags, then writing structured metadata back to the asset record. This shared intelligence layer powers smart cropping, content moderation, searchable metadata, and accessibility alt-text from a single analysis pass.
- Automatic subject, scene, and object detection
- Face-aware smart crop in image transforms
- Automated content safety and moderation flags
- Metadata powers DAM search and consumer targeting
- Accessibility alt-text generated automatically
Per-image quality,
tuned to every pixel.
NMP analyzes each image's visual complexity and selects the right quality level automatically — simple product shots get efficient compression, rich editorial photography gets a higher quality floor. The result consistently matches or exceeds previous vendor output at lower file sizes.
- Quality tuned per image — not a one-size-fits-all setting
- Smooth, continuous quality curve with no hard steps
- Optimized for product, editorial, and bandwidth-constrained surfaces
- Delivers smaller files with equal or better visual quality than previous vendors
- Adds negligible latency — analysis completes before delivery
Every video, automatically
described by AI.
After a video is processed, NMP automatically generates a concise catalog description using a Nike-owned AI model. Visual analysis and the full transcript are fused together so the summary captures what's on screen and what's being said — written in catalog voice, ready to use. No manual tagging, no copy workflow.
- Triggers automatically after video processing completes
- Combines visual content analysis with full speech transcription
- Speech is the primary signal — visuals add context, not noise
- Written in catalog voice — consistent, factual, brand-appropriate
- Saved to the asset record and immediately available via API
- Powered by a Nike-owned AI model — not a third-party service
Nike Media Platform — Developer Documentation
Build on the platform.
NMP is finishing the play — delivering all images across every Nike digital experience through the platform, on top of video and live streaming already in production. These guides cover everything you need to integrate.
Built on Nike Media Platform
Nike TV — powered entirely
by NMP.
Nike TV is a consumer-facing streaming destination running entirely on the Nike Media Platform — video delivery, live streaming, DRM, and player, all Nike-owned infrastructure.
Nike Media Platform
Every asset. Every experience.
Every market.
NMP powers the business to drive top-line revenue growth. Join the teams building on the platform today.
Developer Documentation