MDMFA 11.4.1 Final

2012 PROJECT BOOK NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

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NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

TABLE OF CONTENTS SECTION 1.0 RESEARCH 1.1 - 1.3 Research Paper 1.4 Demographics 1.5 SWOT Analysis 1.6 Creative Brief 1.7 References

5 11 13 15 17

SECTION 2.0 CREATIVE DEVELOPMENT 2.1 Competition Research 2.2 Design Research 2.3 Moodboard 2.4 - 2.5 Logo Development 2.6 Print Ad Development 2.7 Website Development

21 23 25 27 29 31

Style Guide Cover

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SECTION 3.0 STYLE GUIDE 3.1 Voice and Tone

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3.2 - 3.3 Logo Specs 3.4 Font and Typography 3.5 Imagery and Visuals 3.6 Color Pallete 3.7 Textures 3.8 Print Specs 3.9 Website Specs

37 41 43 45 47 49 51

SECTION 4.0 Final Design 4.1 Campaign Boards 4.2 Campaign T-shirts 4.3 Logo & Print Ads 4.3 Street Ads 4.4 Official Website 4.5 Commercial Spot

53 55 57 59 61 63

Image References About the Designer

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RIDE ABOVE THE GODS 3

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

1.1 - 1.3 Research Paper 1.4 Demographics 1.5 Swot Analysis 1.6 Creative Brief

RESEARCH

TABLE OF CONTENTS

1.0

5

COMPANY PROFILE

The

Nike SB/Nike Snow brand feeds on the creativity of the urban youth, passion and innovation through the world of those defined by action. The sub brands produce classic/innovative footwear and apparel for the action sports athletes that are taking their world by storm. Their industry: footwear, action sports apparel, skateboarding, snowboarding and sporting goods. The sub brands are known for their footwear and apparel however it needs improvement equipment wise. Nike NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

SB/Snow tends to rank either second or third depending on the year amongst it’s competitors, adding new equipment will add new growth opportunities within their category. The sub brands are all about respecting the past, embracing the future all the while continuing to inspire and support skate/snowboarders for years to come.

Nike

SB/Nike Snow are more than just sub brands, they’re a lifestyle, a culture for those who dare to step out of the box. They bring together an ongoing generation of both young and old individuals who express themselves through unique and innovative products.

Whether they want be seen, heard or just making a statement. The same is said about skate/snowboarding, it’s not just an outlet from your everyday life, it is life. Your personal freedom of creativity, inspiration, motivation and helping to define whom each individual is within this society that continues to grow every minute. It is an evolution that never stops and is an embodiment of not only

1.1

RESEARCH

ABSTRACT

art but also music and fashion. An expression that says sometimes its okay to break the rules and defy societies ideas of normal. The connection between the sub brands and action sports (skate/ snowboarding) is extremely powerful because of their ability to bring those who live in both urban and suburban areas no matter who they are under one banner.

Nike SB/Snow is devoted to the athletes and non-athletes that wear their brand and who are always in a constant effort of changing the world they live in. The sub brands strive to help them not only reach but go beyond whatever their level of abilities are to reaching their potential as well. This paper discusses how Nike SB/Nike Snow is working to continue the connection to their consumers by promoting the addition of skate/snowboards to their product line. A rider must not only walk the walk but talk the talk and without a skate/snowboard neither can function.

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RESEARCH PAPER Nike

SB/Nike Snow have been undoubtedly making its on the world of action sports. Their innovative footwear can be seen worn by not only skate and snowboarders but also individuals who enjoy wearing unique and trendsetting shoes. Nike SB/Snow shoes in a sense create a lifestyle within in one so to speak. Shoes can be looked at as another outlet to be creative and provide the feeling of being different, the same way a skateboard or snowboard would. In action sports athletes must not only look the part but be able to fully go beyond it 100%. However, shoes can only take an athelte so far in the action sports category you also need the best equipment, too. But what happens when when your favorite shoe company does NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

not provide the equipment that will help you compete? This paper will address the importance of how promoting the additon of skateboards and snowboards to Nike SB/Snow product lines will be beneficial to the growth of both sub brands. The campaign project will not only help Nike SB and Nike Snow become a dominating force in action sports but also increase market awareness with the new product promotions. By providing a design contest for consumers to create/design and win their own limited edition boards, advertisements pertaining to the quality of the products, a website where customers can build and customize boards and promotional booths allowing consumers to have hands on experience by trying out the boards. Each plan is an idea to help the campaign be successful.

Each of these segments will also be discussed within the this paper.

What really put the Nike SB brand on the map was the signing of pro skateboarder Paul Rodriguez and the release of special edition Nike Dunk SBs in 2005. For example the Nike Dunk SB Low Pro SB Tiffany, which is still one of the most popular shoes from the “Team Manager Series” even though, the shoe is no longer available. Nike SB has went on to generate a large amount of attention through not only their shoes which have become collector items do to the limited edition ones that have been produced but also through videos like “Nothing But The Truth” and “The Chosen” which displayed a variety of pro skaters and snowboarders that had either been signed or sponsored by Nike SB. Skaters are not the only ones who wear the footwear but shoe fanatics alike. In continuing their pursuit in dominating action sports Nike produced another sub brand, Nike Snow. “When we looked at action sports, we saw a unique consumer segment

1.2

RESEARCH

Nike Inc. is known both as a global icon and industry leader in supplying athletic shoes, apparel and sports equipment. The company has one of the most highly recognized logos “The Swoosh” as well as its “Just Do It” trademark. They have had their hand in almost every sport known except for both skatebaording and snowboarding.

“In 1997 the brand tried to produce a line of skate shoes but was unsuccessful because they were not known among the skateboarding society, which at that time was influenced by branding. Nike decided to go back to the drawing board and came back in 2002 with the SB brand. Nike SB released its first shoe the, Dunk Low, that featured padded tongues and collars along with the technology of “Zoom Air” insoles but the shoes only accomplished mediocre sales” (Nike Skateboarding Shoes, 2010-12). Though the shoe was not successful as the sub brand wanted they were still on the right path.

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RESEARCH PAPER that was underserved in terms of product innovation, Mark G. Parker Nike’s chief executive and President” (Vega, 2011).

Nike Snow has a pro team and signed Danny Kass to be one of their riders. He even has his own boot the Nike Zoom Force ! “Double Tongue” (5ones, 2009).

Nike Snow boots can be seen worn, as everyday shoes well-known celebrities like Pharell Williams.

With this in mind Nike Snow has produced boots that are not only innovative but embodies creativity that can be seen within the youth of those who participate in snowboarding. The boots deliver both a performance and lifestyle edge on and off the snow. “The snow boots prduced by Nike Snow are high quality, for example the Zoom Kaiju; this shoe has a comfortable fit, outlast temperature-controlled liner, warming strobal technology in liner and shell. The Zoom Kaiju also has a webbing lace system with neoprene eyestay and Zoom Air embedded in phylon for cushioning” (Blister Gear Review, 2012). “Just like its brother sub brand

Although Nike SB and Nike Snow are very successful sub brands they only produce apparel and footwear for the action sports categories. “The company’s success has been driven by its footwear lines. Since 2007, Nike’s action sports footwear sales have increased 120 percent and its share of the action sports footwear segment has increased from 15.5 percent to 27.6 percent, according to SportsOneSource, a sporting good market researcher” (Mickle, 2011).

According to Mickle, “Nike’s success has changed the landscape ot action sports and will play a heavy hand in

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

or just ride for leisure and have top quality products underneath them. These quality products will help increase their skill/ ability and take them to newer heights.

In conclusion, imagine a world where the competition is always on the same level. What kind of world would that be? A world of not only stepford brands but also both stepford athletes and non-athletes as their consumers. Everybody comes is in first and no one stands out in the crowd. No one cares about what sets every product from the other because everybody has the same things. There are no leaders only followers and everyone stands in line. Scary thought right, no challenges and no real winners, a life of boredom. Nike SB/Nike Snow resides in the real world and competition is definitely around every corner. Nike SB/ Nike Snow’s focus is to produce the type of products that give their athletes that edge to become a winner and stay there. Completing this is throproviding both the necessry and top equipment for their consumers.

1.3

RESEARCH

writing the future of the industry. The company’s appetite for expanding its action sports product line has shown no sign of abating” (Mickle, 2011). However in order for them to out run their competition the sub brands must start producing their own equipment and not just shoe and apparel. These sub brands believe in the athletes they sponsor, the consumers and is always promoting the evolution of youth. Which is one of the reasons why they are so successful.

“Our goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders” (Nike Inc., 2012). By promoting two new products (skate/snowboards) to be added to their equipment list, Nike SB/Nike Snow can continue to catch or recatch their consumers who want to either compete or

DEMOGRAPHICS

The main focus for this campaign’s target audience will be mostly teens

however anyone that has a love for action sports is included. The age range is between 18-40. They will be male and female, as well as single and married. The target audience lives in both urban/suburban areas and are active, athletic, sporty individuals. They also have very casual lifestyles, fashionable tastes and look at sneakers as a fashion statement.

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NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

RESEARCH

1.4

SWOT ANALYSIS OPPORTUNITIES - Growth opportunity in India - Expand product lines.

- Global growth in footwear, apparel and equipment.

- Brand reorganization.

- Sponsoring new and upcoming ath letes.

- Additional artistic endeavors.

STRENGTHS

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- Global recognized brand.

- Very competitive.

- Strong in research and development.

- Manufactures high quality products.

- Outstanding marketing campaigns.

- Uses a number of materials that create lighter, comfortable and more controllable shoes.

WEAKNESS - Lack of sports equipment.

- Dependent on footwear market.

- Higher priced products than competitors.

- Dependence on third party manufactures.

THREATS

- Competitive action sports market.

- Competitors are either developing other brands or purchasing them.

- Consumers sometime tend to shop for better or lower prices.

- Production of fake products.

- Rising labor costs.

RESEARCH

1.5

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CREATIVE BRIEF COMPANY NIKE SB/NIKE SNOW

OBJECTIVE To further their reach and dominate the action sports audience by promoting two new products: skate and snowboards.

GOAL To evoke an increase in brand awareness and consumers by offering new, innovative and unique action sports equipment.

TARGET AUDIENCE - Lives in urban/suburban areas, 18-40.

- Male/Female, single/married, active, athletic, casual lifestyle, fashionable taste and sneakers.

PLAN -Design Contest (create limited edition boards.

-Advertisements (commercial and print).

- Website (customer builds and customize

boards).

TAG LINES - Ride Out Every Minute - Ride Above The Gods - Ride Everyday

KEY TENETS - Authentic - Athletic - Victorious

RESEARCH

1.6

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NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

1001 Free Fonts. (1998-2011). Gothic fonts. Retrieved April 28, 2012, from http://1001.freefonts.com/gothic-fonts.php 5ones. (2009). 105 free grunge fonts for web designers and logo artists. Retrieved April 28, 2012, from http://www.instantshift.com/2009/05/23/105free-grunge-fonts-for-web-designers-and-logo-artists/ Blister Gear Review. (2012). Nike zoom kajiu. Retrieved April 27, 2012, from http://www,blistergearreview.com/gear-reviews/snowboard-reviews/nikezoom-kajiu Mickle, T. (2011). Nike’s action plan. Retrieved April 5, 2012, from http://www.m. sportsbusinessdaily.com/Journal/Issues/2011/01/20110124/In-Depth/ Nike.aspx Nike Inc. (2012). About Nike, Inc. Retrieved April 5, 2012, from http://www.nikei nc.com/pages/about-nike-inc Nike Skateboarding Shoes. (2010-12). Nike skateboarding shoes. Retrieved April 27, 2012, from http://www.nikeskateboardingshoes.net/ Vega, T. (2011). Nike tries to enter the niche sports it has missed. Retrieved April 5, 2012, from http://www.nytimes.com/2011/06/02/business/media/ 02.adco.html?pagewanted=all

REFERENCES

123RF. (2006-11). Man with green hooded sweater holding skateboard. Retrieved 28, 2012, from http://www.123rf.com/photo_11524539_man-with-green-hoo ded-sweater-holding-skateboard.html

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RIDE OUT EVERY MINUTE NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

2.1 Competition Research 2.2 Design Research 2.3 Moodboard 2.4 - 2.5 Logo Development 2.6 Print Ad Development 2.7 Website Development

CREATIVE

TABLE OF CONTENTS

2.0

2.1

COMPETITION RESEARCH

The three companies represented are some of Nike SB/Snow’s biggest competitors. Each produce more than one action sports product for their consumers. Some of the items they produce are snow and skateboards, snow and skate shoes, surf and wake clothing.

As well as snow and skateboard apparel.

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NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

2.2 Based on the design research from the competition. These are a couple of websites as well as print ads from Nike SB/Snow competitors.

At some point would like to produce websites and ads in this similar of fashion. Of course they will be more appealing to the target audience.

CREATIVE

DESIGN RESEARCH

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MOODBOARD

The mood for paign is not on but passion, ex individuality ness and The campaign toward reac only the youth sports but th as well. The i who are not a form but cha lion and heira Ride Free/Be end Campaign providing them first ever sk boards create Because to b you have to best NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

CREATIVE

r this camnly energy xcitement, y/uniquecreativity. n is geared ching not h of action he matured individuals about conaos, rebelachy. The ecome Legn is about m with the kate/snowed by Nike. be the best o ride the t.

2.3

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LOGO DEVELOPMENT

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

The beginning sketches for the logo redesign were based off of trying to see how far I could strecth the limitations of the Nike “Swoosh” without pushing the boundaries. The logo needed to stand out from the rest of Nike’s sub brand logos, having a identity of its own. Similar to the individuals the sub brands represent.

The logo should have a urban/street feel to it. Something along the lines of graffiti lettering.

CREATIVE

2.4

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LOGO DEVELOPMENT

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

The ideas for the final design started with playing around with the words: nike, snow, and sb. Trying to see how they would look in different types of font.

The next step was figuring our how to use the “The Swoosh” within the design. This lead to the final designs of using “The Swoosh as a snowboard for Nike Snow helping consumers to easily recognize the sub brand. The letters SB and “Swoosh” seem to fit better with the Nike SB sub brand.

CREATIVE

2.5

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PRINT DEVELOP.

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

2.6

CREATIVE

The print ads must grab the target audience’s attention at first glance. Show not only excitement but passion with just one look. There should be just enough information for the target audience to want to know more and visit the website. Print ads will usually be the first contact that the target audience will have in order to get more information about both sub brands.

WEBSITE DEVELOP.

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NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

2.7

the everday lives of the target audience.

The website needed to stand out amongst the competition with better quality to graphics and eye popping images. Along with outstanding products and news about everything from new athletes to upcoming contest. The website also needed to be easily accessible to the target audience.

CREATIVE

Websites designed to reflect both sub brands and not just one.

Their also links provided so that the target audience would be able to connect to both sub brands individual site. I wanted the website to not only be the home for their products but show

20 STYLE 33

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

GUIDE 12

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RIDE EVERYDAY NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

3.1 Voice and Tone 3.2 - 3.3 Logo Specs 3.4 Font and Typograpgy 3.5 Imagery and Visuals 3.6 Color Pallete 3.7 Textures 3.8 Print Specs 3.9 Website Specs

STYLE GUIDE

TABLE OF CONTENTS

3.0

37

VOICE AND TONE

Brand voice and tone should speak on not just a per-

sonal level but a informative one. There must be consistent level of fun, uniqueness, creativity, energy, excitement, innovation but most of all passion. This passion is what drives Nike SB/Nike Snow to be the best and provide the best for its customers (athletes).

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

Nike SB/Nike Snow must continue to stomp the competition and grab it’s rightfull spot as the #1 respected sub brands of action sports worldwide. This can be achieved by showing customers they are a main priority and to do that we have to grab their attention and hold tight. The use of eye popping images and graphics will help as well as the right wording.

STYLE GUIDE

3.1

3 inches

1 inch

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LOGO SPECS

Both logos should only appear in the black and whiter colors or the full colors chosen.

1-1 1/2 inches 2 1/2 inches Other Options for Logos

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

N N

N N

The illustration above shows the clear space around the logos. This is marked by the “N� which is the full clear space. The middle box represents the minimal clear space that can be used. The purpose of the clear space is to maintain the visibility and legibility of the logo. There should not be any graphics, colors, patterns or images Iunless approved) used within the clear space.

STYLE GUIDE

N N

N N

3.2

41

LOGO SPECS

The Nike SB/Nike Snow logos were created to

DO NOT: - stretch or distort eit - change the color of - no flipping eithe - place either logo in a col

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

ther the logo either logo er logo lor box or circle

STYLE GUIDE

o bring out both sub brands essence.

3.3

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FONTS AND TYPOGRAPHY Fonts

were chosen based on the individuals that participate in action sports. These fonts can be found around urban/street areas. The very place skate/snowboarders hang around. You can find these fonts on their clothes as well as the boards they ride. Fonts represent the rebellious/chaoticness of these said individuals. They show a resistance to rules no longer wanting to conform and be one with society.

TAG LINES RIDE OUT EVERY MINUTE RIDE ABOVE THE GODS BECOME LEGEND

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

I AM MY BOARD, MY BOARD IS ME INTRODUCING THE NEW NIKE BA (BIG AIR BOARD COLLECTION. THE ONLY PROGESSIVE FLEX PATTERN BOARDS WITH ZOOM AIR TECHNOLOGY ON THE MARKET. MADE FOR BOTH LIGHT AND HEAVY BOARDERS. WORK THE BOARD DONT LET IT WORK YOU.

Trashed and Hobo STD

I AM MY BOARD, MY BOARD IS ME

I AM MY BOARD, MY BOARD IS ME

INTRODUCING THE NEW NIKE BA (BIG AIR BOARD COLLECTION. THE ONLY PROGESSIVE FLEX PATTERN BOARDS WITH ZOOM AIR TECHNOLOGY ON THE MARKET. MADE FOR BOTH LIGHT AND HEAVY BOARDERS. WORK THE BOARD DONT LET IT WORK YOU.

INTRODUCING THE NEW NIKE BA (BIG AIR BOARD COLLECTION. THE ONLY PROGESSIVE FLEX PATTERN BOARDS WITH ZOOM AIR TECHNOLOGY ON THE MARKET. MADE FOR BOTH LIGHT AND HEAVY BOARDERS. WORK THE BOARD DONT LET IT WORK YOU.

Barber Shop and Hobo STD

Magik Marker and Flowmotion

STYLE GUIDE

3.4

45

IMAGERY AND VISUALS

Images chosen should express a lot of movement,

fun. chaotic, unique in some ways. They must also represent Nike SB/Nike Snow lifestyle with just one look.

Images should also break standards and go beyond the natural level of identity.

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

STYLE GUIDE

3.5

47

COLOR PALLETE

Colors

represented are picked from day to items that skate/snowboarders come in contact with. For example, snow, concrete, numerous spray paint colors, clothes worn, etc. The majority of colors chosen are very bright while the rest represent the darker/chaotic side. They also give a brighter sense of of individuality demanding your attention which is something Nike SB/ Nike Snow is all about.

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

WHITE

PMS 303

PMS 123

PMS 1585

PMS 382

PMS 1805

PMS 1585

PMS 423

BLACK

STYLE GUIDE

3.6

49 41

Textures TEXTURES

Textures

chosen should represent not only only elethe elements ments to which in which thethe target target audience audience areare in in only on a day to day basis. Also the things that make up their equipment and the clothes they wear, etc. They should be both natural and man made as well.

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

STYLE GUIDE

3.7

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Print Specs PRINT SPECS HEADLINE Font: Trashed Font size: 60 Double layers

TAGLINE BODY COPY

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

The print ad willusb The above ad featured will most above likely be be placed in bags (when shopping stores, magazines, shoe boxes, bag handed out events/contests, effects as theatregular ads. Maybe ec posts around the skt around

HEADLINE

TAGLINE Same color as body copy border.

Font size: 85

BODY COPY Font: Hobo STD C.T.A; Bottom Logo: Right Corner

STYLE STYLE GUIDE GUIDE

be used morethat as acan flyer.

It willin sed as a flyer be placed g at certain shops). gs etc.

It willretail have the same Also design can be found to walls or even placed on posted skate ramps or poles kate/snow parks. the city.

3.7 3.8

53

WEBSITE SPECS Home Page Flash Banner

600 x 600 Pictures of new talent each day or week.

Info Boards 20 x 40

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

Sliding Banner

Different graphic backgrounds will be used for each page. Size of page: 1024 x 768

STYLE GUIDE

3.9

Logos will appear in the top left corner of every page after the home site. The black and white ones will be used for this against the graphic backgrounds.

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BECOME LEGEND NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

4.1- 4.2 Campaign Boards 4.3 Campaign T-shirts 4.4 Logos & Print Ads 4.5 Street Ads 4.6 Official Website 4.7 Commercial Spot

FINAL

TABLE OF CONTENTS

4.0

Campaign CAMPAIGN Boards BOARDS

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NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

These particular boards will serve as the first promotional limited edition boards for the camThese particular boards will paign. They will be either given away through off for one of the campaign contests orstart available for promotional use to get attention of the target purchase. The board graphics will be the designed first by those working on the campaign. audience. Later on they will

be available for purchase. The boards are designed to according to what action sports athletes are used to seeing every day.

FinalFINAL Design

4.1

59

CAMPAIGN BOARDS

These are additiona limited edition board that will be used fo campaign purposes The boards on th left are sample snow boards.

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

FINAL

al ds or s. he w-

4.2

51 61

Campaign CAMPAIGN T-SHIRTS T-shirts

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

The Ride Free/Become Leg The shirts represent a new these shirts on the street w nity. They a

4.3 4.2

FinalFINAL Design

gend shirts were created not only to grab the attention of the intended audience. w era for the Nike SB/Nike Snow sub brands. Everyone who comes across one of will be wanting to grab one even if they are not apart of the action sports commualso serve as advertisement for both sub brands and the campaign.

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LOGOS & PRINT ADS

The first prin

was meant fo The final logos presented below will be placed on all merchandise, ads, packaging, etc. Colors used for each logo was chosen from the campaign’s color pallete. Both logos represent the idea of both sub brands as well as the target audience.

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

peal to both s

to bring Nike

nt ad was designed for Nike Snow. While the last one

or Nike SB. The middle ad was added later on to ap-

4.4

sub brands at one time. The concept for this ad was

FINAL

e SB and Nike Snow under one banner: action sports.

53 65

STREET ADS Street Ads

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

4.5 4.3

FinalFINAL Design

The street advertisements will be placed in the most common areas where skate/snowboarders tend to hang out the most. For example around bust stops and subways. The images that will be chosen for the ads will speak for themselves along with eye popping graphics.

55 67

OFFICIAL Official Website WEBSITE

Website smart p site will Ride Fr also hav brands p coming a lin

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

FinalFINAL Design

e will be accessible through all devices: phones, laptops, tablets, etc. The webnot only have information regarding the ree/Become Legend Campaign but will ve serve as the main home for both sub product lines and information about upathletes and contests. There will also be nks available on major social sites.

4.6 4.4

Commercial COMMERCIAL Spot SPOT

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The commercial was created for the purpose of in action sports how fun and exciting it can be. A your ability along with the equipment that you cho equipment. Once the intended audience sees the

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

FinalFINAL Design

showing everyone skate/snowboarders and anyone interested As if your playing a game which helps you reach the next level of ose to ride. Nike SB/Snow’s new skate/snowboards will be that e commercial they will want to know more about the products.

4.7 4.5

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IMAGE REFERENCES COVERS Skateboarding Wallpaper. (Unknown). Retrieved September 11, 2012, from http://2.bp.blogspot. com/-MpMYQmVQQ8/T9XKm1Mm1al/AAAAAAAADfs/UQ616_w9Zws/s1600/skateboarding-wallpaper_1600x1200.jpg Snowboarder In Mountains. (Unknown). Retrieved July 22, 2012. http://www.wallpapershunt.com/ resize/, http://www.wallpapershunt.com/wallpaper/snowboarder-in-mountains_w481.html TABLE OF CONTENTS Rock Textue. (Unknown). Retrieved October 14, 2012. from http://www.mayang.com/textures/ Stone/ Texture041. (Unknown). Retrieved October 14, 2012. from http://th01.deviantart.net/fs71/ PRE/f/2011/093/2/1/texture_041_by_art_direcktor-d3d3ives.jpg Trashcan. (Unknown). Retreived October 14, 2012. http://fc03.deviantart.net/ fs70/f/2010/215/0/3/Trashcan_Texture_by_animepehoenix.jpg 2413f8da3560199735f620f35670b7f7. (Unknown). Retrieved October 7, 2012. from http;//fc01. deviantart.net/fs42/f/2009/105/2/4/2413f8da3560199735f620f35670b7f7.jpg Steven-1. (2008). Retrieved October 7, 2012. from http://skateboarding.transworld.net/ files/2008/10/22/steven-1.jpg 1961 sports skateboarding skate. (Unknown). Retrieved October 7, 2012. from http://www.imgbase.info/images/safe-wallpapers/miscellaneous/sports/19691_sports_skateboarding_skate.jpg 18691 miscellaneous skate wallpaper. (Unknown). Retrieved October 7, 2012. from http://www. imgbase.infor/images/safe-wallpapers/miscellaneous/sports/18691-miscellaneous_skate_wallpaper_wallpaer.jpg Skateboarding skates desktop. (Unknown). Retrieved October 7, 2012. from http://hqwallpapers NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

eu/wallpaper/skateboarding_skates_desktop_1920x1200_hd-wallpaper-1151402.jpg 3721. (Unknown). Retrieved October 7, 2012. from http://www.desktopwallpapers4.me/media/ wp_1024x600/1/3721.jpg Skinny brick wall. (Unknown). Retrieved October 7, 2012. from http://images2.layoutsparks. com/1/180726/skinny-brick-wall-brown.jpg, http://www.layoutsparks.com/1/180726/skinny-brick-wallbrown.html 296814. (Unknown). Retrieved October 7, 2012. http://images4.alphacoders.com/296/296814.jpg Old paper. (Unknown). Retieved November 14, 2012. http://4photos,net/photosv5/old_paper_1350368617.jpg Kid on Skateboard by Ed Yourdon. (Unknown). Retrieved October 14, 2012.

394422. (Unknown). Retrieved October 14, 2012.

IMG_0294. (Unknown). Retrieved March 17, 2012.

IMG_0766. (Unknown). Retrieved October 21, 2012.

BlankDeck76251000. (Unknown). Retrieved November 8, 2012. from http://www.feedmysoul.de/ Bilder/Rellik/BlankDeck762510000.jpg IMG_0752. (Unknownz). Retrieved September 6, 2012.

OTHER IMAGES Original272845. (Unknown). Retrieved April 2, 2010. from http://s3images.coroflot.com/user_files/ individual _files/original_272845_A64QRRjhXDyz0Aw_fHzzcus).jpg,http://www.coroflot.com/bryantklug/Footwear Original272845. (Unknown). Retrieved April 21, 2012. from http://s3images.coroflot.com/user_files/ individual_files/original_272845_stcjvjP7DzOEygl8c_CjAXLif.jpg, http://www.coroflot.com/bryantklug/ Footwear Original272845. (Unknown). Retrieved November 10, 2012. from http://s3images.coroflot.com/user_ files/individual_files/originial_272845_WvEGrz6nEAo2fmb6lewW7Ajfs.jpg

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ABOUT THE DESIGNER Lorna Dunklin is a Freelance Designer, with a background in transportation, apparel, graphic, illustration and exhibit design. Lorna graduated from Wayne State University located in Detroit, Michigan with a BFA in Industrial Design. At the moment she is concentrating on apparel graphic design.

Lorna’s number one vision is to own one of the leading design firms in the world. However gaining experience from working with different companies has been wonderful.

NIKE SB/NIKE SNOW RIDE FREE/BECOME LEGEND CAMPAIGN

“You are not defined by society, resist, question be chaotic as long as you believe in yourself and know that every person/athlete can become a legend.�

NIKE SB/NIKE SNOW 2012 PROJECT BOOK BY: LORNA DUNKLIN