Nike Pro Combat: From Struggling to #1 in China

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.

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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.

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“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.”

Return on Marketing Investment
Nike

Further reading:

Published by Babar Khan Javed

Babar Khan Javed started his corporate career in 2011 with the co-creation of a social media agency called Sociality 360, which he (and his partner) sold to Pakistan's largest traditional advertising within 15 months of formation. Since then he has structured deals in the form of mergers & acquisitions for a number of digital and internet based companies & start-ups. In 2014, he became the first Pakistani to be nominated for Deloitte's Pro Bono Champion (organized by Points of Light) for his entrepreneurship development work via INJAZ in Pakistan. As of today (July 2015), Babar is a freelance business journalist with his work featured in Express Tribune, WARC's Market Leader, CMO Council's PeerSphere and ALM's Consulting Magazine. He is also a high level member on the advisory board for "Green & White" an advertising technology firm that grants contextual relevance for English and Urdu medium digital publishers. He is currently seeking out start-up CEO's to assist in their top & bottom line results & goals, and can be reached on babarkj@gmail.com for further inquiry.

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