Connecting 70 Million Fans to Their Sport

Role: Executive Creative Director, SapientNitro
Team: 25+ UX, design, technology & content specialists
Scope: Web experience, iOS & Android app, content strategy, UX, visual design

NASCAR's 70 million fans are among the most passionate in sports — but the digital experience wasn't keeping pace with their expectations or the sport's ambitions. My team was tasked with reimagining not just NASCAR.com, but the entire digital ecosystem: website, mobile app for iOS and Android, and a content strategy designed to keep fans connected pre-season, in-race, and off-season.

We launched at the sport's biggest moment — the Daytona 500 — with a platform built around richer imagery, exclusive behind-the-scenes access, and a content calendar that made NASCAR relevant 365 days a year. The responsive approach set a new standard for sports digital experience.