The Gift of Sport

From Sao Paulo to Seol, the holiday season is the most brand-competitive time of the year. We helped Nike unwrap its seasonal sales potential with a holiday campaign that gave consumers the world over the gift of sport.

The Ask

Drive product, service and experience traffic across nine global territories with one holiday campaign that cuts through the global holiday cacophony to elevate Nike’s member and moment-focused initiatives.

Messaging at Scale

To unify the campaign’s voice across continents, we developed a flexible, plug-and-play messaging architecture that enabled Nike’s on-the-ground teams to support four key gifting dates. Along the way, we partnered with Nike’s translation team to develop country-specific playbooks that applied regional dialects to our work, ensuring our invitation to give was received.

Sport Is Universal

Our design direction tapped court culture and used a rich color story to create a distinct and universal visual identity. From this, we built a design system that applied the concept to key product and seasonal moments. This enabled Nike to bring new footwear, apparel and occasions into the campaign as products sold-out and momentum grew.

Designs for Each Moment

We delivered unique looks for each holiday moment. To keep audiences engaged, we opened new styles for Black Friday, Cyber Monday, Energy Week and last-minute shopping. To combat fatigue, we enhanced creative executions with motion design, which extended the campaign’s storytelling potential.

Bringing It Together

The end deliverable was a robust Visual Center complete with all the creative tooling needed to launch a global campaign. Visual direction, messaging, motion design, retail applications and holiday packaging, were all included. The bow on top, we cut unique assets for each of NIke’s owned channels including dotcom, social, app, email, and retail.

Fetching link...