Nike - Nike SB Day One
Product Benefit: Boardfeel
Product Benefit: Durability
Product Benefit: Cushioning
Product Innovation Campaign for Nike SB day One.
The first Nike Skate shoe specifically made for Kids.
The first ever Kids skate shoe to appear in Thrasher magazine.
MY ROLE: Nike Creative Operations and Brand Narrative Manager. Aligned resources to scope, pushed to right-sized budget based on deliverables. Managed internal creative team & external agency partners. Managed complex timelines and budgets in partnership with Nike Skate team. Ensured cross-functional team alignment across Creative, Brand, Digital, Media, Social, and Geo teams. Managed legal approvals. Owned contracts, budgets and PO’s. Dotted line managed the Creative Operations Coordinator on the project. Assisted Brand Narrative Director with writing creative briefs, guiding creative development, writing and delivering narrative feedback and cowriting social and digital copy.
PURPOSE: Skating was perceived as daunting for kids, who feared falling and embarrassing themselves in front of friends, while parents worried about potential injuries. Nike sought to address these concerns by creating the first-ever skate shoe designed specifically for kids.
TASK: Develop a product innovation campaign to launch the new Nike SB Day One skate shoe for kids, aiming to make both kids and parents “Fall in Love with Nike SB”.
ACTION: Partnered with 14-year-old skating prodigy Chloe Covell to produce content that authenticated the Nike SB Day One shoe. Produced Motion and Still assets to showcase the realities of learning to skate or perfecting a trick. Falling is part of skating - skaters fall hundreds of times before they finally land the trick perfectly. But that one euphoric moment when they finally land the trick drives them to get up and do it all over again.
I partnered with my Producer to find creative partners in Australia who knew the skate scene Chloe was familiar with. The team captured content in the skate parks and streets familiar to Chloe, creating truly authentic content that represents Chloe and her peers.
RESULT: The product launch was highly successful, achieving strong sell-through rates in both China and North America. Nike SB Day One was the first kids skating shoe to appear in Thrasher magazine.
AGENCY: Knas Creative Studio
