Nike - EasyOn
Goodbye Chaos. Hello Ease.
Hero AV.
AF1 Low - Cutdown
AF1 Mid - Cutdown
Air Max 1 - Cutdown
Product Innovation Campaign for Nike EasyOn
MY ROLE: Nike Global Creative Producer. Partnered with Narrative Director to write Creative Brief and guide Creative Development. Presented to key stakeholders. Facilitated creative development and managed pre-pro, production and post-production. Managed relationship with production agency to produce Still and Motion off-body and on-body assets. Created and managed complex timelines, workback schedules and the budget. 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 to implement EasyOn into Tier-1 Retail doors by working with Pixel Pool agency and my Art Director to build a Retail Toolkit for Geo doors to use for execution of the work.
SITUATION: Nike had a large umbrella of slip on, accessible footwear with various names and franchises (Dynamo Go, Flyease, Pegagus Go, Nike Go, etc). The branding solution was to have all of these products under one overarching name with one global proposition - ‘EasyOn’. My team was the first to brand, market and create content for Easy On. EasyOn Innovation began with Kids. My team and I were tasked with
TASK: Develop a product innovation campaign to launch Nike EasyOn in SP24. Establish Nike as the industry leader in slip-on, accessible footwear innovation. The Kids wear the shoes, but we must to balance the benefit that our main product purchasing audience (Empowered Adults) receives. A key insight is that parents/caregivers tackle everything while experiencing a whirlwind of emotions, responsibilities, and unpredictability. A juggling act between nurturing, guiding and supporting their kids while managing daily demands of life. We needed to show parents/caregivers how EasyOn can make their life easier, whether they have a 3YO or 12YO.
ACTION: Produced Motion and Still assets to exemplify the benefits of EasyOn footwear. Our headline was “Goodbye Chaos, Hello Ease” - showcased in various situations where we began by showing a moment of chaos when kids are getting out the door (IE, milk spilling) followed by the calm and ease of a kid slipping their foot into EasyOn. Parents/caregivers are always looking to make things easier for their kids and in turn, for themselves - we positioned EasyOn footwear as one of the few moments in a parents/caregivers day where you don’t need to by hyperaware and hands-on.
RESULT: The product launch was highly influential, followed by Adult category teams creating EasyOn footwear and producing EasyOn assets following the success of my teams campaign. Strong sell-through rates across NA, EMEA, APLA and GC.
PRESS:
Hypebeast: The Nike Swoosh 1 Supports The Youngest Sneakerheads
NIKE NEWSROOM: The Nike Swoosh 1 Is Designed to Help Our Littlest Athletes Nurture Their First Steps
Essence: Nike’s Newest, Hottest Sneaker Is Already Sold Out - And It’s A Walking Shoe For Kids
