HYPERVENOM 3 STRIKE NIGHT
On March 1st Strike Night dominated all social feeds with 6 strikers battling it out to be crowed champion. We launched the communication through UK athlete channels on Monday with Kane, Rashford and Chamberlain pushing consumers to the Facebook live post to set a reminder. Following the announcement of athletes being involved in the event we began to unveil how we have positions each athlete. Harry ‘The Hurricane’ Kane, Marcus ‘Rapid Fire’ Rashford and Alex ‘The Ox’ Oxlade-Chamberlain all shared short AVs across their channels. Kane and Rashford had extended pieces of content to further elevate the HV3 and bring to life their on pitch persona in a creative way. All activity pushed consumer to the Facebook live stream that has now been viewed over 2.3 million times! During the event all athletes shared Instagram stories as well as posting shots following the event – Rashford, Iwobi & Chamberlain.
SB DUNK 15TH ANNIVERSARY
As we celebrated the 15th Anniversary of SB Dunk with a flow of products launches, we created a great spike of energy in Paris & London over the weekend. Taking our top 10 London influencers to Paris for a 3x3 Basketball tournament (linking the 2 categories around the Dunk) & bringing them + 10 Parisians back to London for a ‘Dunk Elite’ (dropped on 3.2)
wear test at BaySixty6. We then extended the invite and 80 people came for the WE Premiere of a 25min documentary co-created with ViceSports around the SB DUNK (hosted by Julie Adenuga at the Soho hotel) – which will be going live globally on ViceLand on 3.9.
VAPORMAX WAIT FOR IT / RUN FOR IT
Leading up to the launch of VaporMax, nike.com/sneakers just revealed the first way consumers can get a pair: Wait For It/ Run For It. Sole Supplier supported the activation to extend the story to NSW consumers. On Sunday 3.12, Sole Supplier will share content about their run, then post when they receive the footwear on 3.15. @NikeLondon will also share the story featuring Basement editor Tayler Prince Fraser. Tayler is dedicated to getting 100 sneakerheads running and will give away 5 pairs to participants during his residency in the Studio of Air.
ZOOM FEARLESS & INTERNATIONAL WOMEN'S DAY
This International Women's Day the NikeWomen team rewarded fearless women by surprising 250 women across the city with a pair of the newest training innovation, the Zoom Fearless featuring bespoke LDN heel tabs. NikeWomen partnered with FRAME Gym to surprise & delight the first 50 women through the door of each FRAME studio, by giving them a pair of the limited edition shoes.
ENGLAND AWAY KIT LAUNCH
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.
NIKE PERFORMANCE HIJAB
With the announcement that a Nike performance hijab will be created for our assortment for 2018, we have seen a big spike in search on Nike.com in the UK. At present Nike.com is not set up to capture this traffic, with consumers currently hitting a ‘timeout’ page. Alongside WE, we flagged the issue to Global so we will now create an engaging and informative onsite experience. Once live, the search term ‘hijab’ will have a redirect in place and now land on a bespoke destination page with a ‘coming soon’ message.
NIKEWOMEN x VAPORMAX
To help launch the bold, new Vapormax for her, the NikeWomen team brought a new dimension to the performance shoe: how to style it for the street. The team partnered with an influential group of female London fashion affiliates and challenged them to style Vapormax in a way that celebrates their individuality and shows it as a wearable silhouette. The result was the creation of premium content in partnership with Nike.com, and connecting the brand to their audience.
KAWS x JORDAN LAUNCH
Following the craziness around the drop earlier in the week, we organised in partnership with PATTA a Friends & Family event on launch day at the London Editions 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).