Driving culture of digital innovation at Nike’s Technology Innovation Office





TL;DR

Human-Centered + Business-Smart + Tech-Savvy + Planet-Positive = Future-Proof Innovation


About

 Technology Innovation Office was a global tech incubator focused on redefining how Nike connects with the next generation of customers. Our team pioneered scalable, transformational tech, validated through real-world experimentation.

I drove technology pilots by balancing desirability (users), viability (business), feasibility (technology), and sustainability (impact) through a systems-thinking approach. I ensured strategic decision-making by constantly questioning:
  1. Do people want this?
  2. Can this sustain a business model?
  3. Can we build it with current or emerging tech?
  4. Is this responsible for people & the planet?

I led the Culture of Digital Innovation program by bridging global strategy with local insights, adapting initiatives from Nike’s Global team in Portland for EMEA. My mission: to scale innovation by empowering every Nike employee as an innovator, fostering a culture of ideation and experimentation.








Highlights

☑️ Designed European HQ's first Tech Innovation Lab, a dedicated space for rapid prototyping and exploration.

☑️ Introduced innovation methodologies (design thinking, lean startup, and agile), like the Design Thinking Bootcamp.

☑️ Organized Nike’s first Innovation Festival, showcasing tech keynotes, breakthrough projects, and interactive workshops.

☑️ Led the “Shop Any Image Anywhere” proof of concept to develop AI-driven product recognition.

☑️ Led the “Signals” pilot, implementing real-time dynamic pricing using electronic shelf labels in under 90 days.







Contribution

Role
Innovation Project Lead & Innovation Coach

Skills
Project Management
Systems Thinking
Rapid Experimentation
Tech Pilot & Scaling
Emerging Technologies
Workshop Design & Facilitation
Coaching & Mentorship

Tools
Figma
Miro
Trello
Airtable


Design thinking studio with 10+ years of experience collaborating with corporates, startups and non profits. Specialized in human-centered design, facilitation, and strategic service design.



 Amsterdam, Netherlands
LinkedIn
masha.parinova@gmail.com
CV_Masha_Parinova_2025.pdf