Nike - Nike Swoosh 1
The first Nike Kids shoe ever to receive the American Podiatric Medical Association Seal of Acceptance. Made for First Steps.
Celebrating First Steps.
Voiceover by Charles Barkely.
Exploring Indoors.
Voiceover by Jeannette Reyes (@msnewslady)
Exploring Outdoors.
Product Innovation Campaign for Nike Swoosh 1
MY ROLE: Nike Global Creative Operations Manager & Production Coordinator. Partnered with Narrative Director to write Creative Brief and guide Creative Development. Presented to key stakeholders. Facilitated creative development, production, pre-pro, and post-production. 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 the Nike Swoosh 1 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. Dotted line managed the Creative Operations Coordinator and Production Coordinator on the project.
SITUATION: It had been over 20 years since Nike innovated for early walkers. Parents, grandparents, guardians, aunts, uncles, etc, lacked confidence to make a decision on what footwear is right for their early walker. They are inundated with information and all of the decisions they must make. Information overload and pressure can lead to lack of confidence, despite caregivers’ having a natural intuition to do what’s right for the child(ren) in their life. A lifetime of movement starts with a child’s first steps. The first six months of walking set a child’s gait for life.
TASK: Develop a product innovation campaign to launch the Nike Swoosh 1. Establish Nike as a leader in early walker innovation, build caregivers’ confidence in their decision to buy the Nike Swoosh 1 and earn their trust & shift their perception so that they see Nike as a credible source for early walker footwear.
ACTION: Produced Motion and Still assets to showcase real babies walking and playing in the Nike Swoosh 1, in various environments and at different stages of walking. Partnered with Charles Barkley to voiceover a child taking his first steps. Partnered with Jeanette Reyes to voiceover the very chaotic, fun and realistic environment of kids playing indoors. Partnered with a voice actor to show a more advanced walker exploring outdoors. We positioned the Nike Swoosh 1 from a marketing lens based on why it was designed in the first place (I partnered closely with our product designers): if we study kids’ needs, lead with kids’ insights and create kid-specific innovations that uniquely serve them, we will create assets that exude a child discovering their own movement and the joys, thrills, anxieties and excitement that goes with it.
RESULT: We sold out of all units in less that 24 hours, and from there we achieved substantial and consistent sell-through rates in all Geos. Nike has positioned itself as an expert in early walker footwear and can boast that it achieved the American Podiatric Medical Association Seal of Acceptance.
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
