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Rebranding and Full Integrated Campaign

Nike Flyknit

With a small team I created an integrated marketing campaign for Nike Flyknit running shoes. The campaign included: 

 

  • Creative brief

  • Brand standards

  • Print ad

  • Out-of-home ad

  • Event

  • Press Release

  • TV Spot 

 

As Art Director of the team, I designed the new logo and brand standards, designed both the print and out-of-home ad, directed and edited the TV spot, as well as helped with all the conceptual planning.

Rationale
Logo & Brand Standards

Below is the actual Nike Flyknit logo and my redesigned Flyknit logo. I based the logo off of our campaign's theme of rediscovering running comparing the simplicity of running back the days of our ancestors. The logo sybolizes fingerprint-like visuals that double as the thread that sews the Flyknit shoes.

Print Ad
Out of Home Ad

Body Copy: A shoe so minimalist that our ancestors could have invented it. A shoe that combines the supportive technology of the present with the natural weightlessness of the past. The new Nike Flyknit line will let you move as freely and naturally as our ancestors did. Find your inner warrior with your own pair of Flyknit shoes. nike.com/flyknit

TV Spot
Press Release
Creative Brief

Communication Objective

The communication objective is to inform consumers about the benefits of Flyknit technology while also persuading them to purchase the Flyknit shoe that best fits their lifestyle.

 

Industry Trends

Barefoot or minimalist running became a growing trend after the publishing of Christopher McDougall’s book, “Born to Run,” in 2009. Sales in minimalist running shoes fluctuate, but grew 30% in December of 2013 according to SportsOneSource data, primarily because of the Nike Free and Flex. Runner’s World reported in January of 2015 that the knitted style of shoes is still prevalent and “retro,” as well as the minimalist trend of having a wider forefoot to further support natural foot movement.

 

Target Audience

The target audience for Flyknit will be those with an active lifestyle ranging from 14 to 35 years old.  Flyknit has four categories of shoe models: soccer, running, basketball and sportswear. Each model will have a more narrowed segment within the general target audience.

 

Key Insight

“Out of all of the Nike free running shoes that I have owned this is the best one that I have had! It is very comfortable and the Flyknit and Flywire add amazing support to your foot... Nike did a extremely amazing job on these shoes!”

-Dreed01 in reference to the Nike Free 3.0 Flyknit

The target is looking for comfort AND support. The Flyknit provides both of these aspects while also adding a unique, minimalist, sock-like experience that they are not accustomed to.

 

Point of Differentiation (USP)

New Flyknit technology creates a lightweight and strong shoe to simulate a barefoot experience while also providing support. The knit yarn construction of the shoe reduces waste while offering a unique texture with high breathability. Flyknit mimics a snug, sock fit while at the same time giving the foot enough space and flexibility for natural movement.
 

Main Idea

Nike Flyknit technology will provide a minimalist experience that is lightweight and comfortable without compromising strength and support.

 

Supporting Facts

  • Knit-in Flyknit cables cradle the midfoot

  • Waffle outsole absorbs impact

  • Polyester yarn creates stretch and structure

  • Heel mimics shape of the foot

 

Mandatories

  • Logo (Nike and Flyknit)

  • Picture of shoe

  • Tagline (Just Do It)

 

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