JORDAN - Kaws X Jordan Collection (AJ IV + App) – Launched on 3.31.
Following the craziness around this drop earlier in the week, we organised in partnership with PATTA a Friends & Family event on launch day at the London Edition Hotel. 60 guests were invited to purchase the collection in a pop up shop in the hotel basement from 12pm to 6pm (all were invited by direct phone calls – No phones/pictures were allowed inside the space).
The day was followed by a Patta Sound System X Jordan party in the same location – 200 guests. At the same time Patta went live with an online raffle for the other 200 units – sold out in a minute with over 2000 requests.
The rest of retail partners used the same raffle mechanics for their allocations (END / Foot Patrol / SNS).
SB - SU17 shoot with FlatSpot & Kyron Davis
Live on FlatSpot here : https://www.flatspot.com/blogs/features/nike-sb-editorial-with-kyron-davis + Some Insta Live coverage from the shoot
Shooting with UK female athlete Josie Millard X Bricks supporting the SU17 Pink pack – Video + Editorial to go live via Bricks next week.
Last week we launched Motion Blur with the localized UK only campaign line CHOP. DROP. DONE! We posted on @NikeUK twitter and with an SLP tout on Nike.com/Football and following that athletes shared their boots across their Instagram stories. Motion Blur was available for purchase prior to them being worn on pitch and so far 208 FG units have been sold on Nike.com across WE (48 sold in the UK, 23% of WE units.) At Nike Town we have updated the traction plate wall to include Anti Clog and we have merchandised 4 silo Women’s pack into the footwear wall. ST on Motion Blue to come later this week.
Soccerbible: Online (538K), Twitter (225K)
FourFourTwo Performance: Twitter (26.8K), Instagram (23K)
FootyBoots: Online (100K), Twitter (20K), Facebook (50K), Instagram (14.6K)
IBWM: Online (28K), Twitter (23K)
Power and Precision: Instagram (160K), Facebook (5K)
Box2Box: Online (1K)
SportLocker: Instagram (18K)
Footy Headlines: Twitter (27K)
RWD: Online (23K), Twitter (4K)
Nike Academy Live
Last Monday was the 6th and final week of Nike Academy Live in Canada Water. Before we move the programme to the next London borough, giving another NEB neighborhood the chance to take part in the sessions, we invited the best players that we have seen over the last 5 weeks for an 11v11 game. At this ‘Invite only’ session, the players were the first to trial the new Motion Blur product 2 days prior to it being on sale. Nike Academy head coach Jon Goodman, watched the session and has invited 3 players for a weeks’ trial at St Georges Park starting today. West Ham player Ashley Fletcher also came down to the session to meet the FOTs and offer insight on what it is like playing in the world’s fastest league. We used this as an opportunity to story tell across the @nikelondon Instagram channel with an Instagram story that can be found here. The IG story received, on average, 15k views.
England Away Kit
On March 20th we launched the ENT away kit in an unexpected way through our lead UK athlete Marcus Rashford. We led with an honest, emotive message that gave fans a first look at the shirt via Marcus Rashford's personal channels (IG, TW) and his story as hosted by the Players' Tribune and their content-sharing partners Sky Sports, . The federation channels (IG, TW) quickly supported.
Initial reactions on Marcus's post validated our efforts to humanise the athlete and excite the consumer:
Refreshing post. Great to get insight and clear sense of desire to achieve! 👏🏼
“most intense speech. This is our time. Beautiful."
"Great team spirit and very inspiring - keep working hard and you'll make your way into the history books!"
Love that @marcusrashford massive talent keep your head up! Make England proud again! 🦁🦁🦁
Fashion and portrait photographer Lottie Bea Spencer shot our lead asset in a style that reflected the honest, human approach - these were pushed to social influencers as soon as Marcus's posts went live - from football culture authority Soccerbible through to London grime oracle GRM Daily, Rashford and the new England kit dominated feeds:
National and vertical news outlets were seeded the best pics and excerpts of the launch package in order to generate widespread cut-through:
In reality, social sentiment seems to be balanced, with a couple of online polls putting the kit in a positive light:
Social Media: Positive 15.2% / Negative 7.91% / Neutral 76.27% . Editorial Media: Positive 33.33% / Negative 6.67% / Neutral 60%
On Wednesday the kit went on sale on Nike.com and so far we have sold 37 units across match and stadium in WE (99% of these in the UK.) The top selling unit has been the Men’s Away Stadium Jersey. We have limited units of the England Away shirt at Niketown London, but current ST is at 7%.
Air Max Day
As part of the Air Max campaign, we launched the Air Max Revolution Pack. The pack includes four boots inspired by the four iconic Air Max silhouettes – Air Max 90 (Mercurial), Air Max 95 (Hypervenom), Air Max 97 (Magista) and Air Max 1 (Tiempo). In addition to the Nike UK Twitter post, athletes Walker and Smalling posted on their own channels, showcasing the boots that they wore on pitch v Germany. To date 96 cleated boots have been sold across WE on Nike.com with the UK driving 30% of unit sales. The most popular silo has been the Mercurial with 29 units sold across WE, 11 in the UK. At NTL, ST on the revolution pack is as follows: Tiempo 4%, Magista 13%, Hypervenom 9%, Mercurial 14%.
The pack featured in both The Sport Bible and Club 1984 and achieved enourmous reach (The Club 1984 tweet to 102k followers has resulted in 1.8k RTs and 600k impressions). Incidently, both partners went with on-foot shots sourced from social as opposed to our straight product shots. Please see coverage below:
Sport Bible: Instagram (2.3m), Facebook (9.8m)
Soccerbible: Online (538k), Instagram, Instagram (4.7m), Twitter, Twitter (224k).
Club 1984: Instagram (32k), Twitter (101k).
High Snob: Online (3.3m).
Hypebeast: Online (6.4m).
FFT Performance: Twitter (26.7k), Instagram (22.8k)
Sport Locker: Instagram, Instagram (18.1k)
IBWM: Online (28.5k), Twitter (23.3k)
Mundial: Instagram (23.3k)
Footy Boots: Online (314,400), Twitter (19.8k), Instagram (14.6k)
To celebrate Air Max day, we invited the crews of grassroots football collective, The Last Stand, to Nike Town to customize their own Nike iD Air Max shoe. At this exclusive experience, each crew of 4 designed an AirMax that they felt represented their teams’ persona. These have gone into production and the crews will be wearing these at The Last Stand Part 2 tournament at the end of May. In addition, we invited over 100 New Era Ballers to the London on Air Air Max Day Party at Fabric. This is all part of the wider ‘PLUGs’ plan, helping us to create deeper relationships within the footballing community.
Alongside the great work from the NSW team, NikeWomen approached the new VaporMax silhouette through the lens of styling. We partnered with key fashion affiliates in the city to help establish the VaporMax as a wearable silhouette for her and celebrate their style. See content from Evangelie (160k followers), Jessie Bush (292k followers), Monikh (55k followers) and Soraya (91k followers). The content went live on 3.26 across their channels to help drive a strong point of view around style in the marketplace.
CONSUMER GENERATED CONTENT
Our UK pilot for Consumer Generated Content went live on Nike.com this week. The pilot allows us to showcase our product on Nike.com in a way that taps into female shopping behaviour. For the first time, we will be leveraging the power of social photo sharing to help consumers choose the right product. The mechanic is live across select bras and NSW footwear, with the intention to roll it site wide from June.
We launched Jewell Lux on Saturday. 30 units sold on Nike.com (26% WE demand). We expect this to perform better than the original release, consumer feedback has been good.