Developer Docs
Developer Docs
Media Platform
Videos · Images · Livestreaming · 3D · Audio
Nike Media Platform
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
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 — Capabilities
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.
Automated HLS and DASH packaging with resolution-aware bitrate selection — 10 Mbps at 4K, 6 Mbps at 1080p, 4 Mbps at 720p. H.264, H.265, and VP9 codecs. Economy variants at ~70% bitrate for bandwidth-sensitive surfaces like PDPs.
Full lifecycle management from infrastructure provisioning to post-event archive. Streams automatically convert to on-demand VOD when the broadcast ends — no manual steps, no separate workflow to trigger.
On-the-fly resize, crop, roundCrop, overlay, grayscale, and format conversion — AVIF, WebP, PNG, JPEG. Progressive delivery returns a preview in 2–5s while full quality processes in the background. Results are cached at the edge and served globally via CloudFront.
Reusable image presets referenced by short name — no repeated URL encoding. Presets deep-merge with inline overrides and support multi-step pipeline transforms. Teams define a transformation once and reference it everywhere.
Multi-DRM content protection, CloudFront signed cookies, and Okta JWT authentication. Token-based signing keeps the last-mile consumer connection inside Nike — not with a vendor.
Purpose-built Lambda pipelines for 3D model and audio processing — same unified ingest, metadata, and delivery infrastructure as video and images. Every asset type queryable through the same GraphQL API.
Download up to 100 assets in a single ZIP. Each asset can include multiple named transformation sets — originals, thumbnails, print-ready — in the same request. Missing assets are logged in missing_objects.json inside the ZIP rather than failing the whole job.
Every asset is indexed and fully searchable — full-text search, date range filters, category and tag faceting, and type-ahead suggestions. The same index powers internal DAM search and consumer-facing contextual marketing.
Nike Media Platform — AI
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.
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 queryable and flow directly into the translation and subtitle generation pipelines.
NMP takes a completed transcript and fans out to every enabled locale — generating localized subtitle files per language automatically. An auto-approve workflow skips manual review for trusted pipelines, removing the localization vendor entirely from the process.
NMP automatically classifies every asset on ingest — identifying subjects, scenes, objects, and content flags, then writing structured metadata back to the asset record. AI-driven classification stays in sync with AI-driven image transforms, so smart cropping, content moderation, and searchable metadata all draw from the same intelligence layer.
NMP doesn't apply a fixed quality setting to every image. It measures each image's visual complexity and selects the right encoder quality automatically — simple product-on-white images get aggressive compression, rich editorial photography gets a higher quality floor. The result matches or exceeds Cloudinary's output at consistently lower file sizes.
Nike Media Platform — Business Impact
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 — Developer Documentation
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.
Nike Media Platform
NMP powers the business to drive top-line revenue growth. Join the teams building on the platform today.
Developer Documentation