Nike
/ React Launch - DSG / Super Bowl LIV - Miami / Finish Line - Women’s Fitness Takeover - Century City
As one of the world’s most recognized brands, and uncontested leader in the sportswear space, storytelling is critical to the connection consumers have with the Nike brand. Below are a few ways this storytelling has come to life across product launch, event, and campaign initiatives. These projects are a fantastic example of the multi-disciplinary, blended digital and physical solutions required to reach consumers in today’s dynamic, fast moving marketplace. From wholesale partnerships with Dicks Sporting Goods to the celebration of an event like the Super Bowl and the brand’s participation in the NFL draft, these projects show how the Nike brand can be brought to life in uniquely shareable moments across multiple channels.
React 1 - DSG Takeover
This product launch marked a significant shift in focus for the brand, migrating away from the consistency that comes from scaled product launch activity to a more focused, jaw dropping focus on singular experiences that inspire sharing through social media. This store takeover at Dicks Sporting Goods not only introduced the React product to the consumer, it effectively tells the story of the React technology in a way that consumers are inspired to connect with, share with their friends, and carry the experience with them beyond the store.
React 2 - DSG Takeover
When it came time to launch the second release of the Nike React product, we knew we had to deliver an experience even greater than the initial, version 1 release. We did this through a greater integration of digital content, creating a more dynamic space, and leveraging a broader range of color ways to activate the space and guide the consumer through the experience.
The Details
Illuminated benches mirror the geometry on the React outsole, and were fabricated using the same foam technology found in the shoe. This gives the space a sense of energy, and connected the colorful approach to lighting and graphics along the floor plane.
Integrated Digital
Bringing this experience to life included the integration of digital/video assets across multiple scales. From intimate, one to one expressions that drive energy between the consumer and the product to hero content that provides the inspiration and attract level communication for the campaign, digital content played a significant role in bringing the overall experience to life.
Super Bowl LIV
Celebrating Super Bowl LIV with Nike meant creating a narrative that was uniquely Miami while profiling Nike’s impact on the sport. The result is a campaign drawing from the Magic City’s color, light, and energy to deliver the sense of passion and urgency that defines the NFL.
The Details
Carrying through that unique sense of color and energy meant taking on experiences within the store for personalization, fan engagement, and product storytelling. Dichroic and polychromatic panels carry this visual direction consistently throughout the environment.
Unique Spaces
Celebrating an event like the Super Bowl requires connecting dots for the consumer, the brand, and the brand partners that will be activating together throughout Super Bowl week. This meant creating unique spaces for NFL and EA partnerships, VIP experiences, and brand partnerships within the Nike campaign vernacular.