Sports Legend
Nike's mission is to bring Inspiration and Innovation to every Athlete in the world. This Iconic Brand, globally recognized for its 'Swoosh' and empowering philosophy 'Just Do It', is firmly positioned as the world's Sportswear Leader thanks to its Cult Products, Legendary Brand Campaigns and Extraordinary Athletes.
Democratizing Sports Technology
When Nike decided to enter the Sport Wearables market, its first objective was to democratize the Sport Watches offering, at the time addressing mainly professional athletes and hard-core amateurs. In order to reach a wider audience Nike needed an innovative, stylish, easy-to-use yet affordable Sport Watch. In the same period, TomTom was exploring Diversification opportunities in the Sport and Fitness market and from the convergence of these common interests the Nike/TomTom Partnership was born.
Nike+ SportWatch GPS Powered by TomTom
We have been involved in this project since its inception and provided our expertise and support in several Technical and Commercial areas. We engaged with two Industrial Design firms to create initial Concepts. These new Designs had to keep into account the Engineering constraints deriving from the integration of a GPS Antenna, specific Display requirements and the internal electronics. The Sport Watch needed to be completely sealed so that it was sweat/water proof. To enable the download of users' data the Sport Watch also needed a connector that had to be accessible, but waterproof. This goal was achieved through an innovative USB connector built into the strap. We steered the TomTom Engineering and Manufacturing Teams who created the co-Branded product. We were also involved in the Nike/TomTom co-Branding Strategy and Packaging Development, devised the Global Integrated Marketing and Channel Strategy including the E-commerce Plan, and led the Community Engagement, Sports Marketing and Sponsorship initiatives.
Making History
The Nike+ SportWatch GPS powered by TomTom was initially designed specifically for Runners and came packed with features such as GPS positioning, speed, pace, heart rate, calorie counter plus connectivity to NikePlus.com, the largest Running Online Community in the world. The launch in US and UK, followed by a global release, was an instant success and expanded the GPS Sport Watches market by 25% in its first year. The impact of the Nike+ SportWatch GPS powered by TomTom has been immediate and profound and has opened the doors to all Sport and Fitness Wearable Technologies as we know them today.
Services
Innovation
Concept Definition
Prototyping & Testing
Product Design & Development
Engineering
Manufacturing
Operations
Go-to-Market Strategy
Integrated Marketing Strategy
Digital, Social, E-commerce
Community Engagement
Sports Marketing & Sponsorships
Nike Shox
At the time of its first introduction, Nike Shox was Nike’s most significant product launch since Nike Air.
Against a backdrop of lagging athletic shoe sales in previous years, Nike Shox was regarded as a powerful catalyst to reinvigorate the marketplace and consumer enthusiasm. Nike Shox was the result of 16 years of R&D, representing Nike’s unrivalled commitment to Innovation. Nike Shox was a groundbreaking product as it was the first sneaker model that ever incorporated what is known as Energy-Returning Technology.
'Boing'
Where most cushioning technologies absorbed or displaced force, a system like the Shox's columns, during the foot strike, collapsed toward the center as opposed to the edges of the heel, helping to absorb the impact efficiently. This spring-like return resulted in a forward propulsion and a slower rate of impact loading, which helped to reduce the risk of injury. This is why the word ‘Boing’ became the theme of Nike’s notorious commercial for Nike Shox featuring Vince Carter and Gary Payton. We have supported the Nike Shox introduction in EMEA by defining and executing the Go-to-Market Strategy, the Integrated Marketing Strategy and the Brand Activation initiatives.
Services
Go-to-Market Strategy
Integrated Marketing Strategy
Brand Management & Activation
PR & Communications
Community Engagement
Sports Marketing & Sponsorships
Retail Strategy
Digital, Social, E-commerce
Nike WMNS
To address the increasing demand for women-specific Apparel and Footwear in EMEA, Nike developed a new collection designed with women in mind. This time it wasn’t an afterthought or a mere resizing of men’s products. It was an exciting new step towards a true representation of women in Sports.
'The Book of Lies'
The launch ok Nike WMNS was accompanied by another historic Nike Campaign featuring 'The Book of Lies'. Nike’s objective was to empower women by encouraging them to embrace their emotions and 'The Book of Lies' was the catalyst for this freedom of expression. Almost 23 million books were printed and distributed in total. We have been involved in exploring the wants and needs of women in several European Countries and translating those insights into inputs for the Design of the very first Nike Women Collection. In addition, we have contributed to the EMEA launch and the Activation Campaigns.
