UK WEEKLY BRAND HIGHLIGHTS 8TH MAY 2017

RUNNING

On Saturday in Monza, Italy, Eliud Kipchoge – in collaboration with Nike's team of doctors, physiologists, designers and scientists – rewrote the record books. Kipchoge completed a marathon in 2:00:25. No human being has ever run 26.2 miles that fast. This represents historic progress toward a goal that was once unthinkable.

During the week, NRC app notifications and emails were sent as well as a curated run of show across social channels and Nike.com, to invite our audience to be a part of the livestream of the historic attempt. The weekend is also an ignition moment for the Zoom Series (Vaporfly 4%, Zoom Fly and Peg 34) dropping 6.8, and the pinnacle moment to position Nike as the fastest brand ahead of this FAST launch. Activity and content has been extended to partners as well – the master trainer network, athletes and key wholesale accounts.

WOMENS

FREE TR7 LAUNCH / ENGLAND WOMEN’S FOOTBALL TEAM

In Women’s Training, last week saw the launch of the Free TR7 training shoe. We partnered with the nine Nike athletes of the England Women’s National football team to help launch the latest version of the popular training shoe – the Free TR6 has been a consistent top seller in the category. On 5.2 all athletes posted their personalised Nike assets on their channels and will also follow up with a product focused post. The posts have a cumulative 19k likes so far, and the UK has driven 117 units since launch (39% of WE total).

FREE TR7 & V7 LAUNCH: NIKE TRAINERS POSTS

FREE TR7 LAUNCH / WS VISIBILITY ON LSS & VERY

AF1 JEWELS

NikeLab 1948 saw the launch of the Air Force Jewel’s for her, driving equity in the Air Force silhouette leading up to HO17.

NSW

In NSW, no surprise the top seller this week was the NikeLab Air More Uptempo x Supreme drop; the UK sold 592 units accounting for 41% of total WE demand and contributing 113K to the UK& IRE Business. We also supported through @nikeuk for an online raffle for NikeLab 1948 recruiting over 5000 sign ups (10% new members), with a 70% pick up rate – all sold out in-store over last weekend.

FOOTBALL

To celebrate Francesco Totti’s magnificent career, we released 2500 of the limited edition Tiempo boot, 100 pairs for each year of his fantastic 25 year career.

The comms team worked with Mundial Studios to curate a bespoke asset that tapped into both the culture of football-inspired artwork that we’ve seen take off recently as well as the athlete’s epic story with Rome. Please see some of the coverage below from the likes of SPORTbible, Copa, Mundial, Club 1984 and the Mail Online – we even got a shoutout from AS Roma’s official English-language account.

At NTL we have sold 23 units of the Totti Tiempo equating to 96% sell through.

FA Youth Cup Final

Last Wednesday evening we invited 16 ADBs (FOTs) to Stamford Bridge to watch Chelsea v Manchester City in the second leg of the FA Youth Cup Final. Following a Nandos pre match feed the ADBs saw Chelsea win the tie 6-2 on aggregate - the 4th FA Youth Cup in a row for the club.

We have a very strong SOP (over 70%) in both squads and the game was a great opportunity for us to bring our ADBs closer to pro footballers that we know they have greater affinity with. We are planning on celebrating the success of many of the Nike players in the team with a Q+A in NTL when the players’ schedule permits.

Nike Academy Live

This Monday is the 6th and final week of Nike Academy Live at Leyton. We have invited the best players that we have seen over the last 5 weeks in for an invite only 11v11 game, where they will get to trial the motion blur product and wear numbered aeroswift team kit. This 6 week training block has been the most subscribed training sessions of the year, with more FOTs signing up to take part here than in previous London member zones.

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