UK WEEKLY BRAND HIGHLIGHTS 10TH APRIL 2017

Nike.com UK Student Discount Now Live

On Friday we successfully launched the Student Discount offering Nike.com.

Students from UK and Ireland will now be able to validate their accreditation through our ‘Student Affinity Network’ partner, UNiDAYS. Once validated, they will be able to generate a unique a promo code which will provide them a 10% discount on their order when added through the check-out process. We’re also exploring how this student partnership can translate into physical retail and start to broaden the student privileges to things like excusive Training classes throughout London.

In addition to the newly created Student Discount page, we will also be marketing the offer through promo banners, footer links, mobile navigation, email inclusion and a homepage tout. There will also be a robust marketing plan through UNiDAYS channels to help promote + market the new offer ranging from on-site placements, social media support, App push-notifications and newsletter inclusion.

As a global Nike.com first, we’re very excited to kick-off this project. It is a big win for us as we continue to look for ways of connecting with a younger audience and drive repeat purchase on-site. It has truly been a cross-functional collaborative team effort between Affiliate Marketing, Consumer Experience, Consumer Services, Brand Design, and Brand Digital, both in Geo and UK, to bring this project to life.

WOMENS

GRAZIA - VAPORMAX

The NikeWomen Kings Road store was able to secure additional units of the almost sold-out platinum VaporMax this week. To create additional hype around the silhouette with her and also drive footfall instore, we shot an instagram story for @NikeLondon. We worked with Grazia to style the VaporMax and create full running looks instore. Half the units sold in the first 12 hours of the story going live, with consumers referencing it as the reason they went in and also buying the head-to-toe full looks styled by Grazia!

Since the restock (12 units) of VM on Wednesday, sales have been strong: Wed - 3 / Thur - 5 Total: £1360 Expectation is to sell out over the weekend.

COMMS

Cosmopolitan Online Product: Hypercool Training Tight 04.04.17 MUU: 11,141,790 http://www.cosmopolitan.com/uk/fashion/a9117304/clothes-that-make-your-bum-look-good/

Health & Fitness / Product: Pro Bra and Short May 2017 Circulation: 14,577

Men’s Fitness / Product: Nike Zonal Cooling Top May 2017 Circulation: 30,998

NTC – PARKS // Sunday 2 April 2017

We went live with an NTC Family & Friends Endurance Session at Duke of York Square on Sunday 2 April. Right next to the Nikewomen Kings Road store, new Nike Trainer, Courtney Fearon (@thehiitman), Hattie Grover and Azara Meghie led x34 athletes through an NTC workout. The new Nike Training van includes TRX straps and a wealth of equipment to support the Global NTC April Programme. The weekly timetable will go live this Saturday 8 April 2017 on the net tool, including Victoria Park in Hackney, Granary Square in Kings Cross, Hyde Park in Central London and Duke of York Square and Battersea Park in South West London. Details to follow.

DIGITAL

ENGLAND WOMENS FOOTBALL

Last week, NikeWomen shot the Womens National football team at St Georges Park as part of the SU17 training campaign. We will create emotive and engaging content of the athletes to bring to life their personal training stories, through our seasonal campaign filter ‘I train because..’, and featuring the Nike Free TR 7 and Hypercool. The content will live on their channels and also be extended to the NTC app, to elevate their profiles on their journey to the Euros in the summer.

FOOTBALL

Motion Blur

Following the launch of Motion Blur 2 weeks ago, on Nike.com we have sold 549 units across WE, with 143 being sold in the UK. Despite the fact that sales are still slow compared to Radiant Reveal launched at a similar period last year, the Tiempo and Hypervenom are our best performing styles with the Mercurial Superfly surprisingly selling the least – making up just 18% of units sold across the Geo compared to 40% and 55%. Not all athletes have made the transition to the Motion Blur colourway yet but we have a number of athlete shoots this week to create more content to further elevate the pack. The Digital Merch team have also implemented new hero imagery for the Product Walls to elevate our Statement 1 products in a more premium fashion.

Chelsea FC Update

Last week we met with the Chelsea digital team to take them through the launch strategy for Nike.com/Chelsea. Both the Nike and Chelsea team were really excited with the direction of Nike.com/Chelsea as we’ve taken the best of Nike.com cross category and incorporated that into the club landing page. We also shared a deep dive into how we can unlock the full digital ecosystem across both Nike and Chelsea channels to maximize demand and traffic on 7.1. For the next few weeks we’ll be working with the brand team to capture content with the club along with working on the creative that will direct the look and feel of Nike.com/Chelsea. More to follow.

Manchester City

We are hoping to shoot the Man City kits on the 20th April at the CFA starring the ultimate ankle breakers - Sane, Sterling and De Bruyne as well as the Elite development squad and the womens team. Full update to come.

CR7 Chapter 4

Last week we revealed the CR7 Chapter 4 with the boots set to retail today with a full P1 tout update across Nike.com/Football . Our affiliates have also supported the reveal by sharing content on their own social channels (Footy.com & Footballboots.co.uk).

The boots have been well received in the UK given the inspiration behind the boots coming form CR7’s time at Manchester Utd. Please see coverage below:

National:

Mail Online: Online, Online (284m)

Mirror Online: Online (35m), Twitter (437k)

Sun Digital: Online (17.6m)

Metro: Online (11.8m)

Sun Dream Team: Online (631k)

Vertical + Lifestyle of Football:

Soccerbible: Online, Online (538k), Twitter (225k), Instagram, Instagram (4.7m)

SPORTbible: Online (6m), Twitter (1.2m), Facebook (9.9m)

101 Great Goals: Online (1.1m), Twitter (49.3k)

90min: Online (7.3m)

Goal: Online (37.6m)

Yahoo Sports: Online (440m)

IBWM: Online (28.8k), Twitter (23.4k), Instagram (356)

Footy Boots: Online (100k), Twitter (19.8k), Instagram (14.6k)

Mundial: Instagram (23.8k)

Box2Box: Online (5k)

Match Magazine: Instagram (18.4k)

Football Boots: Twitter (12.8k), Instagram, Instagram (401k)

FFT Performance: Instagram (23.1k), Twitter (26.9k)

Sport Locker: Instagram, Instagram (18.6k)

JOE: Online (776k), Twitter (181k)

SBTV: Online (65.8k), Twitter (2.2k)

Pro Direct

As a result of the Pro:Direct Academy moving from it’s current deal with Adidas to a new deal with Nike, we took 8 girls aged between 12-16 from the Pro:Direct Academy to spend the day at St George’s Park with the Lionesses as they prepare for the Euro’s. Their day included a BTS tour of the facilities, involvement in player interviews and the chance to watch the team train. The content captured over two days will be used throughout the Euro’s to drive a key strategic objective for the account around Women’s football as well as for academy recruitment purposes as they work towards increasing the 8,000 PD Academy players to 27,000 by 2020.

Separately PD Keepers has had some good exposure this week off the back of a shoot with Jack Butland. In addition to retail assets they’re creating a great piece of AV ready to launch next weekend as Jack makes his long awaited return to first team action following a lengthy injury – Jack’s Back! At the end of the shoot they challenged Jack to hit the crossbar which he duly did first time, and this fun short clip has been picked up by the likes of Soccer AM and the BBC all with mentions of PD Keepers: https://www.instagram.com/p/BSgSZLxjQ-1/?taken-by=socceram

SB

Still supporting one of our key CS account and following the SU17 look book that went live earlier this month, FlatSpot released the NikeSB X Numbers Collection (UK exclusive) alongside SB’s Kyron Davis interview (including look book shot in London & video)

https://www.flatspot.com/blogs/features/kyron-davis-interview

RUNNING

Nike+ Local Run. Last week, the beta version of Nike+ Local Run launched for Nike employees to internally test. While there are a few kinks (share a run link copying, edit a run, zoom in on run route, new user onboarding) the overall user experience is very intuitive. Feel free to set up your own run (must be created in London) but please set the date before April 10. On the 10th, we will seed pacers. On April 18, we will invite members to sign up for runs being hosted during London Marathon (April 23.)

On Friday the Flyknit Racer Multi launched, which is anticipated to perform well commercially, with a large number of units. In the UK, we supported via @nikeuk and sent a Notify Me email to consumers that registered, totaling 2,177 members.

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