Nike N7 Collection "Spirit of Protection" Launch
The N7 Collection celebrates Native Heritage and empowers Native youth to use sport as a positive agent for change. Nike asked us for a comprehensive content strategy to launch its collection. We created a comprehensive four-week campaign coinciding with Native American Heritage Month that told the stories of four outstanding Nike N7 ambassadors across Nike’s digital channels.
Making Innovation Inspire
To capture ambassadors’ stories, we shot on-location at spots across the country and wrote, produced and directed five films. We extended the campaign across Nike.com, the Nike+ app, Youtube, Facebook and Twitter with supporting social assets and copy to bring a new level of awareness to Nike N7.
The Spirit of Protection Collection was inspired by the on-the-field play of young lacrosse legend Lyle Thompson and his Native name, which means “He Is Flying Above Us.” To capture his ball-hawking skills, we traveled to the Onondaga Reservation in upstate New York where he first learned to soar.
Stand-out ball player, author and scholar, Jude Schimmel is as quick as her crossover. We went to the Umatilla Reservation to see what’s behind her unstoppable drive.
Music icon Taboo Nawasha became world-famous as a member of The Black Eyed Peas. We uncovered how sport honed his undeniable B-Boy abilities.
No screen is too big for up-and-coming actor Martin Sensmeier. With his help, we showed how sport developed a kid from Alaska into one of Hollywood’s leading men.
In aggregate, our multi-platform digital strategy generated more than 10 million impressions, hundreds of thousands of video views, and tens of thousands of social engagements and was picked up by dozens of major media outlets. This brought a new level of awareness to Nike N7 and the ways in which sport, Heritage and passion intertwine to catalyze success on and off the field.