KNOW THE CONSUMER – STAND UP OFF PITCH
CATEGORY FOOTWEAR LEADER: NIKE SPORTSWEAR – OCTOBER 08 - JUNE 11
Nike knows football.
A knowledge gleaned from relationships with the world’s best athletes and teams and a ferocious focus on the football obsessed teen. Blend this knowledge with desire for innovation and a healthy dose of risk and in 15 years Nike vies to become the leading on pitch football brand. On pitch product creation was fueled by industry leading segmentation - Tiempo, Mercurial and Total 90. Off-pitch it was a different story.
But the right moment and time to leverage the authenticity and leadership of the past 15 years.
My role was to visualize and author an off-pitch Football Consumer Segmentation Plan. Stand Up was Nike Sportswear’s first effort to segment the Football Obsessed teen off the pitch.This segmentation later delivered True Colors. A defining moment for Nike Sportswear’s World Cup 2010 product creation. (See Study 08)