2. OBJECTIVE
n Increase sales and awareness of Flyknit
n Drive traffic to Flyknit page, have 45% of visitors customize shoes
3. TARGET AUDIENCE
n Ages 15-30
n Male and female
n Already own Nike apparel
n Athletically inclined
4. Key Insights
n Target is highly brand loyal
n Target has fitness goals of their own, often compare themselves
to top athletes
n Target likes to be up-to-date on newest trends
n Target enjoys sharing content digitally
5. Brand Analysis
n Strong brand equity; top-of-mind awareness
n Huge on social media
n Most Facebook followers for apparel companies
n 3rd most Twitter followers for apparel companies
n Perception of quality and innovation
6. Industry Analysis
n Per capita footwear spending projected to rise over 5%
between 2015-2018
n Rise in customization of products
n Advancement of technology in shoe design
7. Point of Differentiation
n Only shoe made from recycled polyester
n 12 different colors, personalized “upper”
n Ultra-light (5.8 ounces)
n Built with Lunarlon foam for stability
8. The “BIG IDEA”
n “Nike Flyknit uses innovative technology to create footwear
that provides only the essentials, with support, flexibility, and
breathability and almost no weight.”
13. Out of Home Ad
n Billboard: “Wear The Air”
n Grab attention, spark curiosity, drive home the message
n Give Flyknit appearance of a cloud due to lightness
n Elevated placement to utilize transparent background
n Skywriting
n Multiple touch points to develop “Wear The Air”
n Combine with a social media campaign
n Post pictures and future locations of skywritings
n Retweet user-submitted pictures to drive engagement
19. Press Event
n Bank of America Chicago Marathon
n October 11th
n Design competition, open until October 31st
n Kiosks set up at event
n Map of locations
n water bottle
n Voting on Nike website, each shoe gets its own hashtag for Twitter/FB/IG
