OPPORTUNITY Create a global campaign communicating the brand message and staying fresh in hundreds of countries, with hundreds of indiviudal athletes in a plethora of athletic activities. We aim to balance Nike’s reputation for excellence in fashion, function, and cultural buzz.
OUR GOAL To actively engage the consumer to encourage them that they are all they need to take their athletic performance to the next level, as well as to celebrate those who ruthlessly pursue their sport, no matter where they live. Anyone can play soccer, anyone can play basketball, anyone can go on a run - it doesn’t matter where you are. No excuses. Just do it.
THE TARGET Active people between the ages of 15 and 35 who value high quality fashionable athletic gear that enhances their performance, no matter where they train. Children under the age of 15 who need to become active.
INSIGHT Nike customers have high quality expectations for their athletic gear and products and value a high quality brand and product. Our population has developed more sedentary lifestyles and childhood obesity is a large problem. People assume they need professional equipment or a gym membership to be active, and it’s “too much of a hassle.”
THE WORLD IS YOUR ________.
COMMERCIAL
ONLINE
http://www.youtube.com/watch?v=JcyhzSyO0yo
MAILERS
GUERILLA
GUERILLA
GUERILLA Worldwide Events: World Cup for FIFA, the Tennis French Open in Paris, and Winter Olympics 2014 in Sochi, Russia Promotion: Limited edition special edition Balance Bands with name of event, year, and Nike logo to be given away in sweepstakes
PR
STRENGTHS Our slogan is adaptable and encompasses the world of environments in which Nike customers use Nike for their active and athletic activities. Our guerrilla tactics engage the potential consumer in a variety of ways, each calling for physically active and engaged involvement with the Nike brand and its products. The integrated campaign allows for the brand to facilitate a more personalized relationship with each individual consumer.