NikeGREEN Concept Realisation and Promotion
Danielle Pooley
Contents Vision 3-4 Locations 5-6 Visual Merchandising 7-15 Advertising Campaign 16-17 Promotion 18-19 Guerrilla Marketing 20-21 Apps 22-23
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Packaging 24-25 Press Pack 26-27 Press
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Bloggers
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Press Release 30-31
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Vision Since the brand was established in 1964, Nike has constantly been exploring ways of reducing material consumption and waste. In 1990, Nike began its efforts to diminish Volatile Organic Compounds from its footwear production. The Air Jordan XXIII demonstrated those ongoing efforts, using an innovative water based bonding process which eliminates the use of solvent based cements. NikeGREEN is a one off retail project by sportswear brand Nike in conjunction with the 2012 Olympics. The project will consist of a mobile guerrilla store which will tour the UK, retailing a new range of footwear from Nike Considered Design, which uses recyclable and sustainable materials. The new range will cover a variety of sports featured at the Olympics and Paralympics, and will be available for the public to purchase from the temporary stores. The concept of NikeGREEN is based around the idea of considerate design. “Brands are no longer turning a blind eye to external factors that might affect their designs, as those external factors such as the environment, the economy, and society is what is shaping products.” (www.mudpie.co.uk/trends)
Designed by LOT-EK, the store will be fashioned from disused shipping containers, and transformed into mini NIKEtown’s using recycled furniture, inspirational displays, and interactive technology and features. The energy to power the store will be generated by an ‘ongoing marathon and rowing machine’.
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‘Pegasus 25’ One of Nike’s first existing pairs of footwear to be reproduced using the Considered Design Index.
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Locations NikeGREEN will be placed in 5 main cities across the UK during the Olympics. The locations specifically exclude London as one of the objectives of the project is to bring the Olympics and Nike to people across the country. To keep the environmental footprint to a minimum, Ireland will not be included within the campaign. All of the locations have been chosen with a number of considerations: - Public transport system is efficient; encouraging visitors to reduce their environmental footprint. - Each city is easily and quickly accessible from surrounding cities. - Each city has a reputable amount of tourists. - Each city is popular with younger demographic groups. - Maximum footfall. The NikeGREEN route has been carefully considered and is the most environmentally friendly.
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Grainger Street, Newcastle upon Tyne.
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Vi sual Merchandising Designed by architectural pioneers, LOT-EK, the store will be disused shipping containers, which will be refurbished and modified. There will be two containers which will be parallel to each other and joined in the middle. The containers will be spray painted white with the swoosh ‘grafitti’d’ onto each side of the store. This design will not only make the store stand out, but will contrast Nike’s clean cut aesthetic with a street feel. Love it or hate it, you will want to know more. Due to the fact that Nike sells the ethos of sport, the store will be demonstrating this ethos through the use of a treadmill and rowing machine within the store. Visitors will be encouraged to use the equipment, which will contribute to the generation of the energy for the store. To show the relationship between energy generation and consumption, the conveyor belt will be powered by the equipment. The equipment is positioned so that users can see the conveyor belt, and how their contribution correlates directly. The amount of energy being produced will determine the speed at which the belt moves. To incorporate the Reuse-A-Shoe campaign into the visual merchandising, the cash desk will act as the storage bin for the old trainers. The structure of the desk will be transparent so that customers can see the input of others. Just as the Nike store in Covent Garden uses salvaged gym equipment as seating to reflect the brand, seating within the NikeGREEN store will emphasise the concept of the project. Designed by Andy Gregg, the S-2 Bench is fashioned from old bicycle parts.
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Lines of Sight
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Visualisation
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Even the smallest of Nike footwear displays are innovative and interesting. The NikeGREEN footwear display will use display props which reflect the 6 categories that NikeGREEN will be designing for. For example, for the Cycling range, there will be a bicycle crank and pedals with the shoes perched on the pedals. There will be one shoe of each pair, men’s and women’s, displayed on the wall. This display will demonstrate the power of Nike’s ability to use visual stimulation without words to explain merchandise to customers. The material produced by the Reuse-A-Shoe Campaign, NikeGRIND, will be custom coloured to the colour of the project to create the flooring of the store. Around the edges of the flooring, small text, printed in white will read:
‘I used to be a pair of trainers; I am underneath your feet again, just in a different form.’ The text will be written in different languages to appeal to a number of customers. Printed onto the floor will be white markings similar to those which you find on football pitches and basketball courts.
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NikeGRIND
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Visualisation
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As opposed to telling the story of Nike Considered through a video, physical visual story telling will be used. A conveyor belt within the store, which will be powered by the fitness equipment, will exhibit objects which represent each landmark stage of Nike’s environmental efforts. To find out about each object, headphones will be available, with buttons on the side of the conveyor belt stand which represent each year. Included in the 10 items on the belt will be: - Reel of Organic Cotton to represent their introduction of Organic Cotton in 1997. - Set of scales with a model ‘Pegasus 25’ trainer to represent their remodel of the Pegasus shoe in 2008 being considerably lighter using environmentally preferred materials. - Model in the shape of the Sydney Opera House created from the Nike Standoff Singlet material worn at the 2000 Sydney Olympics. - Small football made from pieces of material from the 2010 Football World Cup Kits which were manufactured from recycled plastic bottles. Due to the fact that there won’t be any printed material with the project to keep the environmental footprint to a minimum, technology will provide the information for visitors. An interactive white board will include information about each pair of shoes, including its history, materials, environmental impact and which athletes will be wearing the shoes at the Olympic Games.
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Visualisation
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Adver tising Camp aign Nike’s advertising campaigns are some of the most successful in the world. The ‘Write the Future’ advert for the 2010 Football World Cup set a new world record for viral advertising, achieving 7.8 million views in its first week. The advertising campaign will be created from ‘recycled’ Nike clips and will be approximately 2 minutes long. The closing cut will simply say ‘Just Save It’, with the web address for NikeGREEN. This will encourage viewers to visit the website to explore the project. One of Nike’s iconic traits is innovation, so as TV advertising is now becoming outdated; the campaign will only be shown online. Wieden + Kennedy, Nike’s primary advertising agency, will create the clip.
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Promotion A twitter and facebook page will be established, which due to Nike’s global reputation, will spread through various networks. Nike will follow celebrities that are known for their active lifestyles, such as Fearne Cotton, Gordon Ramsay and Ellie Goulding. Publications such as Vogue and GQ, and editors like Hilary Alexander will also be followed. Through the following of the above people and organisations, this will encourage them to follow NikeGREEN, and thus their followers, creating a chain reaction. The website, www.nikegreen.com, will feature the advertising campaign, and have links to the facebook and twitter page. The web page will be a bolt on of the Nike website. Details on the website will include: - Locations: directions - Store information: opening and closing times, Reuse-A-Shoe campaign etc - Product information - Project information Since the range is Limited Edition, visitors to the website can sign up for email alerts for products they like, in regards to how many are left. Following the store tour, the range will only be available through the Nike website during the Paralympic Games and will be based on a bidding system, with any profit above the retail price going to ‘Friends of the Earth’. The advertising campaign will be shown on Youtube, with a 24hr Front Page Road Block, which wil happen 10 times across the store tour.
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Youtube Road Block
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Guer r illa Marketing Guerrilla Marketing has become an effective method over the years as it aims to get maximum results from minimal resources. NikeGREEN’s guerrilla marketing campaign will involve a flashmob: a group of people who suddenly assemble in a public place for a short amount of time, for entertainment purposes. NikeGREEN’s flashmob will consist of 2 groups of 10 runners who will be jogging through the city centre towards the location of the store from popular destinations, for example; in Newcastle, runners will jog from the train station and a large shopping centre. The runners will wear Nike running apparel and the new footwear. The apparel will be manufactured using the Nike Considered Design Index, but will look like regular Nike apparel. One of the key elements of this campaign is to maintain Nike’s aesthetic qualities while having the underlying qualities of ‘considered design’. So as to gain attention, text will be printed on the vests with phrases such as: (Front) (Back) (Front) (Back)
“Have you “...organic “ “...I’m
Did made
seen cotton
from
you 8
how
big content
know plastic
my...” is?” ...” bottles?”
The flashmob will be recruited through the facebook page, where fans can sign up to take part depending on which city they are closest to.
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Ap p s Nike currently offer a range of Apps, including fitness regimes and training programmes. One of Nike’s existing Apps is called Nike True City which enables the user to find out about Nike stores, events and products. The user can create their own true city, including their own places and finds, and share it with the Nike True City community. The NikeGREEN project will be incorporated into the Nike True City App, with information about the project, and directions to each store. Depending on where the user is, the closest city to their location will be suggested first. From the True City App, there will be a link to the official NikeGREEN App, which users can download free of charge. The NikeGREEN App will offer a range of features, including: - Energy Scorecard: visitors to the store who use the fitness equipment will have their time put onto a scoreboard within the App. Visitors will be given a certain amount of time on the fitness equipment to challenge themselves, and generate as much energy for the store as possible. - Bookmark Feature: App users will be able to bookmark items which they are interested in. Once the bidding on the site is opened, post store tour, App users will be informed as to the progress of the bidding for their bookmarked item. - Athlete Playlists: The playlists, which will be distributed with the packaging within the store, will be available on the App. Users will only be able to listen to the playlist through the App, however, there will be a link to the iTunes store, where the playlist can be downloaded. - Just Save It: The advertising campaign will be included with the App. Both the True City and NikeGREEN apps will have information about the Reuse-A-Shoe campaign, to encourage visitors to the take their old trainers along to the store.
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Packaging With one of Nike’s main attributes being the street credential attached to the brand, the packaging has been designed with this concept in mind. As opposed to the conventional shoe box, NikeGREEN footwear will be packaged in a vacuum formed clear recyclable plastic. The design will have an integrated handle at the top and will hinge at the bottom. A small hole in the packaging will allow for a metal chain to be looped through with a recycled Bamboo USB stick hung from it. The USB stick will be manufactured from recycled materials and will have the NikeGREEN logo and a Limited Edition number laser engraved into it. The USB will include the Athlete playlist which consists of 10 songs from a variety of athletes performing at the Olympics.
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Press Pack To reinforce the fact that the project is focusing on making consumers more aware about their environmental footprint, press will be sent press packs online. Provided in an email will be a link which will take them to a website. The opening page to the website will be Nike trainer imprints which run a 100m Sprint, this then leads to the second part of the website which is where users will be asked to enter their name onto a scoreboard. This is to ensure that only the targeted press gain access to the press pack. The website it then personalised to each person, with their name in the top right hand corner. The press pack will contain a press release, information about Nike Considered, both Apps which can be downloaded, product information, store information, the advertising campaign and the athlete playlists. Users can select which playlist they like, which is then saved so that every time they log onto the page, their selected playlist plays.
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Press Unlike most store launch events, where Press are invited, no matter how far away the event is, NkeGREEN won’t be holding a launch event. Based on Nike’s global reputation alone, Press will be inclined to attend the store despite there not being an exclusive launch evening. From the Online Press Pack, Press will be encouraged to visit their closest store so as to keep their environmental footprint to a minimum, and will be given suggestions of the most environmental transportation methods and routes. The concept of the Press having to consider their environmental footprint will hopefully encourage them to understand the underlying message of the project more as they are actually involved in Nike’s environmental efforts through their own actions. A sample of the Press Publications who will be sent press packs are as follows: Wallpaper* Daisy Green Telegraph GQ FX Monocle
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Bloggers Due to the rise and world-wide use of the internet, new forms of journalists have been born: bloggers. NikeGREEN will invite 4 important bloggers to the stores to review and blog about the project. The bloggers have been selected due to their differing area’s of interest and influence. Susie Lau Susie Lau, known as Susie Bubble has become one of fashion’s most iconic bloggers, and is one of a few bloggers in the world who is able to make an income purely based on advertising through her blog. Based in London, she blogs about everything in the world of fashion, and regularly attends catwalk shows across the globe through invitation only. Laura Bailey & Dolly Jones These bloggers, featured on the Vogue.com website shares everything eco, and regularly includes Livia Firth in discussions. Laura Bailey has been known to vocally campaign for ethical and fair trade fashion. Jonathon Baker Jonathon Baker produces research for retailers, design companies and industry suppliers. His blog encompasses commercial interior design and visual merchandising.
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P r ess Release Nike’s Eco Conscious Sole Steps onto British Soil (June 26th, 2012) – Next month, NikeGREEN, a guerrilla retail project will begin its race across the UK in conjunction with the 2012 Olympics. Consisting of a mobile store, the project will retail a new range of Limited Edition Footwear through Nike Considered Design. “The project isn’t just about doing what we do best; selling sport,” says Lorrie Vogel, Director of Nike Considered, “it’s also about encouraging visitors to interact with the store features to gain more of an understanding of the environmental issues, and how Nike is overcoming those hurdles. Hopefully next time they buy a pair of sports shoes, they’ll have a more carefully considered approach.” The Limited Edition Range will focus on 6 categories, including Running, Cycling, Athletics, Basketball, Football and BMX. All of which will be worn by members of the USA Olympic Team. The footwear will only be available from the store during the store tour. Following this, any remaining footwear can be purchased on the website during the Paralympics through a bidding system, with any profit above the retail price going to environmental charity, Friends of the Earth. The store will bring Nike and the Olympics to 5 cities across the UK, and will combine Nike’s inspirational retail design and innovative interactive features. Housed in refurbished shipping containers, visitors will be encouraged to use fitness equipment to generate the energy for the store, with times being posted on the ‘Energy Scoreboard’ of the NikeGREEN App. “Through sport, Nike makes great athletes. Through sport and environmental consideration, Nike encourages a more sustainable way of thinking.” Nike CEO, Mark Parker.
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The store tour will begin in Edinburgh, Scotland, on Thursday 26th July, and end in the port city of Southampton on Sunday 26th August. Newcastle, Nottingham and Cardiff will be the other cities which will play host to the NikeGREEN project. With Nike’s established reputation boasting a long line of apparel and footwear where function and aesthetics are never compromised, NikeGREEN is bringing considered design to the forefront of the brand’s ongoing marathon. There is no finish line where Nike’s innovation is concerned. For more information visit www.nikegreen.com About Nike Considered Design The goal of Considered Design is to create performance innovation products that minimize environmental impact by reducing waste throughout the design and development process, use environmentally preferred materials, and eliminate toxics. For more information on Nike Considered, visit www.nike.com/nikeos/p/gamechangers/en_US/considered.
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