Because practice makes perfect, and because I’m keen on constantly polishing my copywriting skills, I went to Apple’s website and chose a product I loved, which happened to be its new design-conscious smartwatch in collaboration with Nike, and decided to revamp the copy.

To spice up my practice, I decided to create 3 copy versions for different audiences: CEOs, parents, and Gen Zers.

Before I started writing, I spent some time analyzing the original text to try and nail the right brand tone and deliver the intended message(s) more effectively.

Here’s what I noticed:

• The heading hints at the collaboration and makes its bigger purpose clear.

• The body focuses on both brands’ missions, reinforces the positive associations made with them, and screams “leadership”.

• It’s also clear and concise and emphasizes the impact of their product in a way that encourages taking action without a direct CTA.

Below are the results.