Create the stories of silhouettes - past, present and future

OVERVIEW

As Nike Sportswear’s trusted partner, we collaborated to position their top 14 footwear silhouettes for the future. Having set their consumer mindsets and positioning for the previous two years, this was our opportunity to map the footwear to their target mindsets. 

The challenge that Nike Sportswear was having was that new teams, international teams, and agencies were adapting the narrative of each silhouette and losing the connective threads in the storytelling. As the category reorganized around these silhouettes, creating key franchises, they needed a tool to tell both the historical and future story of the footwear. 

Key franchises - Cortez, Blazer, Air Force 1, Huarache, Presto, Future Fast, Air Max 1, Air Max 90, Air Max 95, Air Max 97, Thea, Jewell, Vapormax, and Air Max 270.

Through both primary interviews with key stakeholders and secondary research, I synthesized a narrative for each silhouette. To bring the franchises to life emotionally, I created personas per shoe, brought to life their “mindset” and defined their positioning. I also brought their tone to life verbally and visually through key attributes. Finally, I recommended male and female influencers across entertainment, design and sport that authentically connected with each silhouette. 

Positioning rolled out internally to Nike and agency teams around the world.

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ROLE: Creative and Strategic Direction, Copywriting

Agency: INDUSTRY