In 1986, Nike introduced the category of Cross Training with the “Bo Knows” campaign and it was wildly successful. When new market entrants like Under Armour threatened that holding, Nike sought a new communication tone for its “ahead of its time” product offering: compression-fit thermo-regulating base layers, flat lock seams, hydrophobic and Dri-Fit fabrics. In order to speak at the same level of a 17-year-old badass high school athlete, they hired Nemo to collaborate on an Athletic Training revamp.
Boom! Shake the Room?
The new generation of youthful athletes have come to expect instant gratification. With this insight we focused our messaging around the win, not the tech. The BOOM moment is when all of your training pays off, and provides an emotional entry point into the messaging.
“Nike has many agencies that are involved in every campaign they launch,” shares Ryan Barrett, Chief Marketing Officer at Nemo, adding “specifically for BOOM, Nemo was involved with the campaign strategy, visual center, and retail executions. We also created an augmented reality training/learning digital experience with Eastbay.”