Unifying the Nike DTC swoosh
Program
Nike DTC : 2020 Brand Plan
Client
Nike
Results
3 Year Strategic Brand Plan
Unifying positioning for all DTC
Executive presentations
Exectuive leave behind
Internal education mobile application
Retail Experience Map Frameworks
4 DTC Employee Videos in key markets
15 Customer Interviews
39 Retail site visits
2 Expert Sessions
20 Retail Experience Case Studies
The Brief from Nike:
1. Inform strategic and financial plans from 2017 through 2020 for Nike
2. Clearly articulate “who we are” and “what we believe”
3. Create a sound strategic framework to drive distinction and positive disruption in the marketplace and within our own “go to member” process and consumer engagement plans (for consumers, for our brand, for the business)
4. Rally the extended team and unify our collective efforts with focus and purpose (including senior leadership, other key functions and the extended DTC team)
As a result of a long standing client relationship with Nike, I was presented the opportunity to create the North Star for Nike as they shifted to a DTC first business model. The work done below is a culmination of strategic insights gathered and creative I led to build a unifying positioning statement along with the creation of the materials (video, presentations, web sites, print collateral) used to socialize this vision to Nike's Executive Leadership Team around the globe. The above are samples from executive presentations my team and I created (creative, strategy, editorial). The materials below are various communications pieces created to socialize this DTC 2020 Vision.
The Opportunity
Brand Plan will ground us. It will be a northstar, a filter, a focus. In partnership with Nike, we needed to answer fundamental questions in order to define the purpose of the Brand Plan, gather data and compile a proper strategy.
Research Conducted
15 Customer Interviews, 39 Retail Site Visits, 2 Expert Sessions, 20 Retail Experience Case Studies
Insights Gathered
1. When the same sources of inspiration are being used, everything can feel, ‘same old, same old.’
2. Limitless options can be limiting.
3. Proof of participation is a new product.
4. Consumers are empowered to build experiences around their needs.
5. When all points of engagement offer the same experience, consumers feel no need to explore.
Insights, research and collaborative workshops with Nike shaped our approach, allowing us to arrive at the breakthrough vision “EVERYDAY VICTORY”. This unified all aspects and each Nike’s four DTC channels needs. I believed it was perfect, but needed buy in from our executive sponsor, Heidi O'Neill: President of Nike Direct to Consumer, before we could cascade across the Nike organization.
Executive Application
Mobile was the perfect delivery mechanism for the DTC Global Brand plan to cascade across the global Nike leadership. It brought to life the imagery, audio and video from across our four city world shoot, representating each DTC. The experience encompassed the full breadth of the Customer, Mission, Vision, Purpose seamlessly through scrolls and swipe interactions.
Executive Leave Behind
The realization of “EVERYDAY VICTORY,” unified our strategy, but the execution of it depended on the leaders of each DTC touchpoint. To set these teams up with success, we provided a number of customer experience frameworks to aid in mapping and strategy leading up to execution in various retail scenarios and models.
Nike SoHo Store Entrance experience map (above), Cross section experience map (below)
Team Credits: Yan Sze Li, Nicole Davis, Gabe Dorosz, Rick Albert, Jeremy Bergstein, Julie Scherr
