Flyknit Racer Triple Black restocked last week on Nike.com. With 2.2K members signed up to be notified in the UK and a 50% open rate, it’s clear the Flyknit consumer continues to be interested in the Triple Black. The next big launch is the Macaron pack, which is already getting heat from Sole Supplier and Drop Date.
Yesterday, the London Marathon took over the city. Nike Running served marathon participants via t-shirt customization at NTL, a frequently requested service. @Nikelondon elevated the offering on IG Stories on Saturday morning as a final driver to consumers looking to customize their kits ahead of race day. We also offered a gear up discount code to shop for raceday kit via email. Through the code, which is also available via affiliates and on .com, UK drove 10K demand, 40% of WE.
For the new runner, we invited Londoners to find Just Do It. Sunday 5ks in their neighbourhood, ending at the course to cheer on racers. Participants signed up via Nike+ Local Run for three different runs that kicked off at our Kings Road, Kings Cross and Hackney stores respectively. We featured the Hackney run on Instagram Stories, where NRC Pacer Melissa Haigh led runners through Victoria Park and down towards Mile 20 in Poplar. The story highlights the service features, encouraging users to create their own runs using the new tool.
AM JEWELL - @NIKELONDON
Nike Women worked with a young creative in London to create content around the Air Max Jewell launch for NikeLondon. Up and coming filmmaker and presenter Fenn created a short film and directed a shoot, with fellow model Emma Breschi and singer, Poppy Adjudha. The final frame of the film drove to Nike.com to shop the full range of Jewell colourways. Since launch, the standard Jewell has sold 553 units in the UK (36% of WE total).
Here are the stats for the Jewell story. Higher than average performance for total views and completion rate.
NTC – Hyde Park / @Nikelondon
To kick off the NTC London park classe, we shot Nike Master Trainers Faisal Abdalla and Joslyn Thomson Rule in Hypercool for the @Nikelondon channel in an album post and for use across their channels, see Faisal’s here and Joslyn’s here. Receiving 1,9k likes on @nikelondon and close to 1k on the trainers channels.
Whatever It Takes
This summer, we partnered with the Category Speciality Training account, Whatever It Takes to co-create authentic content relevant for their consumer, rolled out across their social channels, wit-fitness.com and in-store at both their Clapham and Shoreditch doors at Connect level. (Sales results to follow).
AM 97 coverage on @MiniSwoosh Instagram Stories
Consistently a key player for us in driving women’s NSW silhouettes, @Miniswoosh (26.7k) showing love for the AM 97 Gold launching on May 18.
Women’s Health – Joslyn Thompson Rule
Content shot for @womenshealthuk will be coming soon focusing strength training. More to follow but a teaser on Joslyn’s instagram channel below.
Last week we shot the 2017/18 kit launch content with Chelsea and Manchester City. We had two days at the Chelsea training ground in Cobham shooting the likes of Eden Hazard, David Luiz and Nathaniel Chalobah in the Chelsea Home and Away kit that will launch on the 1st July. Over the next two months we will be working to integrate these assets across all channels from Nike.com, social and athlete channels to retail and at Stamford Bridge . The Manchester City home kit will reveal on 5.22 and retail 5.25 leading with Sane, Sterling and De Bruyne.
YA Nike.com update
Following CR7s inspirational performance in the Champions League the demand in Young Athlete’s CR7 Mercurial Victory rose to 126 units - making it our top ranked style - driving over $17k of demand. This amounted to 3.9% of total demand in the UK on Nike.com and 45% of the total demand for this style across WE.
We also saw a huge uplift in another YA product, with the Motion Blur Mercurial Victory being second biggest demand driver on Nike.com last week, bringing in $13k demand. We believe that this rise in sales is due to the boot being worn on pitch in both the Premier League and FA cup.
Despite Barcelona’s Champions League exit last week, there was a positive uptake in FCB YA kits. We sold over 208 units of the kids stadium away kit, bringing in $7k of demand – UK sales of the kit made up 88% of demand across WE.
Last week we sold 75 units of CR7 Chapter 4. The top 2 selling styles are the YA Victory IC with 12 units and the Adults Proximo TF with 13 units. As expected the CR7 YA apparel is heavily outselling the adults.