HYPER COMPRESSION
TABLE OF CONTENTS The Situation....................................................................................................................... The Process......................................................................................................................... What We Found.................................................................................................................. Audience............................................................................................................................. Athlete Summary................................................................................................................ The Problem....................................................................................................................... The Opportunity................................................................................................................. Hype................................................................................................................................... Connect.............................................................................................................................. Shop.................................................................................................................................... Manifesto............................................................................................................................
1 2 3 4 8 9 10 12 15 17 22 The Team............................................................................................................................ 23
THE SITUATION
Nike is seeking a strategy to effectively communicate the purpose and value of their HyperCompression products to 17 to 24 year old males.
THE MISSION
To conduct research to help Nike better understand their target audience, and their use of compression clothing, following which to develop a plan of action to help increase sales of their HyperCompression products.
THE PLAN OF ACTION
We established an understanding of compression clothing through research, surveys and focus groups from a wide variety of athletes to garner insight. 1
THE PROCESS - 2 surveys conducted - 224 respondents - 3 one-on-one interviews - 2 focus groups - 23 total individuals
Olympic lifters, rugby players, skiers, basketball players, football players, runners, and more.
April and May 2015
Eugene, Oregon Corvallis, Oregon
WHAT WE FOUND
[ [ First Survey: 164 responses Second Survey: 60 responses Total: 224
29 16 11 4 0-3 3-6 6-9 9+ Hours training per week (Out of 60 responses)
Already wear compression gear
Already wear Nike Pro Combat
Reasons cited for the use of compression clothing: 1. DRI-FIT 2. WARMTH 3. PERFORMANCE ENHANCEMENT 3
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WHO ARE THEY? The Ambitious Athlete is a 17-24 year old male that is heavily involved in training and working out. He may be doing this for a sport, individual gains, or for fun. Whatever it is, he does it because he is intrinsically motivated. He knows that there’s no one else to push him, so he pushes himself. Time and money are his biggest constraints at this point in life but he feels that sheer effort and rough determination can overcome these barriers. He knows that he can be the athlete he wants to be as long as he puts his mind to it.
He is willing to put in time, both on and off the field, to improve his game through research, watching footage, and cross-training. He defines goals for himself, and every time he meets them, he sets his standards higher. “When we row, we are not being paid to row or to get funded through scholarships, we do it because we enjoy it. So we want to be the very best... We want to kick ass every time so if it means spending time watching videos or researching we’ll do it.” - Emi Purice (Rower) He is hungry for the game, the sport, the pursuit. He pushes himself every single day through the pain, knowing that he can be that much better. He is constantly striving to Go Beyond Better.
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MATTHEW WRIGHT Hometown: West Linn, OR What: Basketball player, Lane Community College Insight: “It all depends on what you want. If you are a lineman you want to stay close and tight and if you’re a receiver you want to be able to move fast. I’ll buy equipment based on what my needs are.” “Growing up sports were everything. I’m not trying to let go of that yet... I was playing basketball and working out for fun, but I realized if I was playing I should play for something.“
BLAKE FEIST
Hometown: Sacramento, CA What: Lacrosse player, University of Oregon Insight: “From my experience, a lot of athletes aren’t as superstitious as people think. When you tell us about the technology that’s implemented into the athletic wear, that’s not the thing that’s going to sell us. It’s telling us what’s going to fit us better and how it helps us focus better on the game.”
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ATHLETE SUMMARY The Ambitious Athlete views compression gear as a source of comfort and warmth. He views it as a necessity for his sporting endeavors. He may be skeptical about the technical benefits of compression. His biggest limits are time and money. He will do whatever it takes to improve his game. He is constantly setting new goals for himself to accomplish.
THE PROBLEM The athlete knows that his mental and physical game becomes tampered with if he does not have compression clothing for his athletic pursuits. Despite this, the benefits of HyperCompression products have not been effectively communicated to the athlete. He does not understand the difference between the Pro Combat lines and the extent to which a higher grade of compression can impact his athletic pursuits.
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THE OPPORTUNITY The athlete is already looking to improve his performance through research and practice. Nike needs to remind him of his indispensable need for compression clothing and to communicate to the athlete that this product has benefits to empower him to reach his goals. These benefits must speak to his athletic needs. Most importantly, Nike needs to highlight the elements that make HyperCompression products a necessary component in his athletic pursuits.
GO BEYOND
YOURSELF
HYPE We developed the campaign “Go Beyond Yourself� as a call to action for The Ambitious Athlete. Nike will launch the campaign a month before the Olympics. The Olympics is a time when athletic excellence is at its peak and fuels inspiration among many. This relates to the Ambitious Athlete because like Olympic athletes, he is trying to break past his own boundaries and seek his own levels of greatness. Additionally, the Olympics showcases a wide variety of sports. This speaks to the versatile nature of HyperCompression products.
HYPE
We want to communicate the three main benefits of HyperCompression to the athlete by putting it in his own terms. We want to inspire him by referencing what he wants to feel in the game.
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CONNECT To further connect the demographic with our message of “Go Beyond Yourself,” NikeTown stores will have an installation within their stores that have athletes compete against their own personal records in vertical jumps and shuttle runs for a chance to get their name on the “Wall of Fame.” A light installation will provide a visual representation to show the participant where their previous record was, so they can run and jump against themselves.
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CONNECT We want our audience to apply the “Go Beyond Yourself” campaign to themselves. We want them to make their own goal or call to action by filling in “Go Beyond _______.” This could be filled in with words like “limit”, “touchdowns”, “winning”, etc. There will be a photobooth where they can take photos after competing.
SHOP On-Garment Branding
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SHOP
Retail Compression Charts
PRO COMBAT
COMPRESSION LEvELS
1 2 3
MAX WARMTH, MINIMAL WEIGHT
Lightweight gear to eep k you in place, keep you warm, and keep you comfortable.
LOCK IN, STRIKE FAST
ENERGIZE YOUR RECOvERY
Graduated compression speeds up recovery allowing you to get back in the game quicker.
Compression Level
1
MAX WARMTH, MINIMAL WEIGHT
Lightweight gear to ekep you warm, and keep you comfortable.
Compression Level
2 3
LOCK IN, STRIKE FAST
compresses your muscles inkey places. Stay warm longer, outlast the others.
Compression Level
ENERGIZE YOUR RECOvERY
Graduated compression speeds up recovery allowing you to get back in the game quicker.
Website Landing Page
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Product Page
MANIFESTO I’m not just another layer. I make you feel like a part of the game. Your focus heightened as you train vigorously. I am a shield for your muscles to protect your greatest assets. Thighs, knees, shoulders, elbows. I embody you. I empower you to go further. I make you Go Beyond Yourself. 21
THE TEAM MARIEL ABBENE
JUE WANG
CHERISH LEE
GREG BRUCE
Designer Copy editor Strategist
Designer Strategist Producer
Strategist Copywriter
Strategist Copywriter
From: PDX I like icon design and line illustrations. I also like ice cream cake, dogs, and snowboarding.
From: China I like hand-made books and making graphics. I also like Asian food, puppies and traveling.
From: Singapore I like solving problems by telling a story in a multitude of different ways. I want to own a food truck one day.
From: PDX I like finding unique insights to create deeper understandings. I like fried chicken with doughnuts, hip hop, and laying in the sun.
THANK YOU