KNOW THE MOMENT – NIKE SPORTSWEAR WORLD CUP
CATEGORY FOOTWEAR LEADER: NIKE SPORTSWEAR – OCTOBER 08 - JUNE 11
At The Intersection of Sports Moments, Nike Innovation, Sports Culture and Street Style. True Colors was a footwear and apparel collection that defined how Nike Sportswear went to market during the most important sporting event of 2010.
My role as Category Footwear Leader Nike Sportswear was to empower a team and community to visualize, line plan and execute all Nike Sportswear Footwear Creation for this World Cup 2010
The core idea was to take the off pitch consumer’s favorite icons and infuse them with innovation and anchor each to Nike National Teams. Also to ensure that each selection laddered up to a thoughtful segmentation plan to ensure that each market had appropriate product at good, better and best levels.
Innovations such as Nike Lunarlon and Nike Hyperfuse delivered new points of view (and comfort and breathability) to established silhouettes such as Air Max BW and created new silhouettes such as Lunar Hyper Ventilate.
In apparel the critical items of youth “terrace and stadium” wear were selected - track jacket, tee, vest, short and hoodie.
The turn key moment was partnering with some of the worlds greatest pop artists. Mister Cartoon, Jim Jarvis, So-Me, Delta and Kronk are huge Nike fans. This collaboration catalyzed new and fresh creative direction (plus kick ass graphics) and ensured Nike was seen as credible both in sportswear and streetwear.
True Colors is one of the creation efforts of which I am most proud. When consumer clarity is combined with an authentic brand POV with a healthy understanding of sport and culture then superior product creation and the ability to tell a powerful story is the output.