Nike - Air Max 270 Go
Air Goes All Day
Product benefit: AIR
The Comfort of Air
Product benefit: COMFORT
Air Made Easy
Product benefit: EASE
Product Innovation Campaign for Nike Air Max 270 Go
MY ROLE: Nike Global Creative Operations Manager and Production Assistant. Partnered with Narrative Director to write Creative Brief and guide Creative Development. Presented to key stakeholders. Facilitated creative development, production, pre-pro, post-production and digital production. Created and managed complex timelines, workback schedules and budgets for production, retail, seeding kits and the campaigns visual identity. Managed internal creative team and external agency partners. Ensured cross-functional team alignment amongst Creative, Brand, Digital, Social, Media, Product, Merchandising, and Geo teams. Owned legal submissions and approvals. Managed contracts and PO’s. Partnered with Narrative Director and Copywriter to co-write social and digital copy. Partnered with Nike Global Retail and Art Direction to implement Air Max 270 Go into Tier-1 Retail doors.
SITUATION: Parents/caregivers didn’t know what the benefit of Air was for their kids or that it had value beyond aesthetics. Parents/caregivers bought Air products out of habit but lost touch with the real benefits of Air innovation. Kids, however, loved air already because it kept them comfortable for all-day play; and the amount of activity kids do in a day demanded versatile comfort out of their footwear.
TASK: Develop a product innovation campaign to launch Nike EasyOn in SP24 and re-ignite the excitement of Air for parents/caregivers by positioning it as the pinnacle of playtime comfort (emphasizing that it’s a slip-on shoe). Establish Nike as the industry leader for kids footwear with real performance benefits that kids need to power a full day of play.
ACTION: Produced Motion and Still assets to exemplify the benefits of Air Max 270 Go. We focused on 3 main product benefits - Air, Comfort and Ease, which are showcased in the above 3 AV’s. Positioned the Air Max 270 Go as a shoe where, as soon as kids step in, a full day of fun begins.
RESULT: The product launch was highly successful with strong sell-through rates across NA, EMEA, APLA and GC.
PRESS:
