Deliverables: Campaign Collateral (Social Media Design & Print Designs)
Nike’s Current State: A want to put Nike supporters first.
With the recent hire of Elliot Hill as the new President & CEO of Nike, Nike is currently undergoing a process of returning to its roots. Before the 2020 pandemic, Nike implemented a successful DTC strategy, but the strategy later led to a massive decrease in Nike's value in the market. Therefore, Elliot Hill has set a mission for Nike, saying, “I want us to put the athlete at the center of everything we do and show them that magic you can only get from Nike.” It's a good idea, but to put Nike's supporters (athletes) first, I had to understand their current perspectives on Nike.
After looking at their perspectives, I discovered 2 main problems that needed to be solved:
1. Trust from buyers has decreased due to Nike’s lack of design and functional innovation over the years. This has caused many buyers to consider other shoe companies to meet their needs.
2. Nike’s Value has massively decreased due to the DTC issues of recent years.
Opportunity: Within the new Dn8 shoe campaign, let's use the "Clean Slates" from the DN8 shoe line to increase company value & public perception.
I decided to make a signature within the Nike DN8 shoe line called "The Clean Slates". Its release will truly show Nike's newer innovation and function as a statement of responsibility—a recognition of Nike’s missteps in their commitment to innovation to buyers. This initiative isn’t just about launching a new shoe; it’s about setting the tone for the next chapter, one where Nike actively steps forward to put their supporters first. Each deliverable is tailored to increase perceived company value.
- Card in Shoebox- Every pair of the Clean Slates will have a named card with it, thanking buyers for their support and belief in this new direction. This card serves as both a gesture of appreciation and a reminder that innovation thrives on accountability.
- Social Media Posts, Ads, & Street Displays- This serves the purpose of providing more online presence and public promotion about the new shoe.
Moodboard with Explanations for Each Design Component
Overview of the Design Revisions
