FA/HO 23 | EMEA RECAP

In 2013, Tech Fleece put the «Sport» in Sportswear. Since then, Fleece became a commodity, and because Nike hasn’t had a voice, it moved on without us.

A decade after, we are on a Mission to ignite the new era for NIKE TECH, by bringing it back where it was originally designed to be:

At the intersection of Sport and Culture.

CREATE
MISCHIEF

01

Our Approach to create mischief through the lenses of NIKE TECH was answering to a Simple Brief:
«Bring NIKE TECH in places it shouldn’t be»

Enjoy the video !

GLOBAL
CAMPAIGN

02

To create a new world for NIKE TECH we introduced the Good Mischief Club: a global roster of 19 athletes (9 from EMEA) with a shared attitude and rebellious energy

150+ digital executions have been rolled-out over a period of 3 months across owned, paid and earned channels, catering consumer search and buying behaviours.

MARKETPLACE

03

The Good Mischief Club has been welcomed and amplified through the authentic voices or our trusted NPM Partners with 2100+ windows across EMEA.

Together, we pushed the NIKE TECH into the cultural space and filled the gaps in some of the Key Cities through IRL activations to further connect with local communities

1.7 Units/Min
Sold in the opening
week @JD
82%
Full Price Realization
to-date (Nov 1st)
555k
Men’s Units
sold-to-date (Nov 1st)

MEDIA
IMPACT

04

The objective for Media was to shift the perception of NIKE TECH for the next generation of athletes by hijacking the Sport and Culture context through the most mischievous connections, communities and content that ignites word of mouth.

302M
Total Impressions
1.3M
Clicks
28.5M
Completed Video views

Strategic Pillars

Feel

Introduce the
Good Mischief Club

Media KPI: VCR/Views
Social
Online Video
193M VS 177M
Impressions
14.7% VS 9%
Video Completion Rate
Interest

Create
Mischief

Media KPI: Engagement
Partnership
108M VS 67.2M
Impressions
0.6% VS 0.8%
Click-Through Rate
Convert

Land the
Uniform

Media KPI: CTR/Traffic
Social
Display
25.3M VS 16M
Impressions
1.1% VS 0.6%
Engagement Rate

DDM
CAMPAIGN

05

We created momentum through the mischievous NIKE TECH Rollout to make NDDC the ultimate destination for apparel.

The «Fleece Shop» has been refreshed to guide the consumers to the right product by highlighting fleece benefits through product navigation & styling inspiration.

COMMS
COVERAGE

06

The Comms team amplified the message of the Good Mischief Club in collaboration w/ EMEA media partners, supplemented with quotes from product designers and athletes.

In LDN & MLN, we cultivated opportunities for exclusive moments with local partners. While internally, we energized and connected with Nike Employees through the unexpected ‘Meme creation’ contest.

20+ EMEA PARTNERS
TOTAL REACH: 28+ MLN

CONCLUSION

07

In this Final Paragraph we’d like to say THANK YOU to anybody who has been part of this amazing Journey and allowed us to bring to life such amazing project.

With this said, our Mission to «Declare the Uniform of the Youth» isn’t over yet...