2. BIG IDEA: TARGET YOUNG ADULTS
Arba Owens is 19 yrs. old; this fall she will be a freshman at Williams
College, class of 2015. She loves Coldplay, Wiz Khalifa, tennis,
basketball, skiing and social networking. . . Arba’s Uncle Jim passed away
3-years ago after a long 10-year battle with brain cancer.
LIVESTRONG as a brand is maturing, predictable and safe. This is
completely the opposite of Nike’s core message that screams fresh, young
and unpredictable energy.
Key opportunity: The big idea for Nike LIVESTRONG, is to create a new
sub-category for people like Arba: MY LIVESTRONG targeting young
adults bringing energy back in the brand and align the target age with the
rest of Nike’s global engine.
Not my dad’s LIVESTRONG, MY LIVESTRONG

3. 25-49 year olds
60% Male, 40% Female
• Lives an active life.
• They have been directly affect by cancer or know someone who has: family, friend or coworker.
• More likely to be college educated and median household income of $125,000.
• Brand savvy, likely to want a brand that has a POV shared values, inspiration.
• More opinionated, more likely to say LIVESTRONG is hypocritical or fake.
• The brand to them is more like Nike, prestigious and elite.
• The cause is a plus, bought for the contribution to the cause.
• Buys for performance and it’s a brand that helps them perform at their best.
• Shops at sports stores.
• Repeat customers, very likely to buy product again and again.
1
LIVESTRONG team
2
LIVESTRONG 2011 Media Kit
LIVESTRONG CONSUMER: YELLOW BLOODS

4. 16-24 year olds
• Live active lives, can do anything, test boundaries, force of life, no fear, rebellious, impulsive, the NOW generation.
• Feel invincible, but can be hurt.
• They have experienced cancer through a family member or friend.
• Have grown up knowing about LIVESTRONG through family and friends.
• They value opinions from friends and their networks, which deeply influence their choices.
• Want to be part of the ACTION.
• Brand savvy, want things personalized for them.
• More opinionated than any other group; they are more likely to say LIVESTRONG is hypocritical or fake.
• Connected to their social community 24/7 and expect information back, from friends and brands.
• They buy for performance and fashion, and are not afraid to mix the two.
• They shop online and in-stores, but they expect immediate deliver, DON’T MAKE THEM WAIT.
• They will purchase LIVESTRONG product because, the purchase will validate their shopping habit, by allowing them to justify buying something that
will help someone else. When it’s easy for them, and they can make a difference, then they buy.
• Repeat customers and are like to buy again, as long as the brand continues to be fresh, relevant and unexpected.
YOUNG ADULT: MY LIVESTRONG
*Tru and Mediamarket Research Inc.

5. MEN’S TRAINING
COTTON
WOMEN’S TRAINING
RUNNING
DRI-FIT
FA12 CURRENT PRODUCT OFFERING
MADEÊINÊMALAYSIAÊ/ÊFABRIQUEÊENÊMALAISIE
HECHOÊENÊMALASIAÊ/ÊFABRICAOÊNAÊMALASIA
D 40/42 GB 14/16
F 44/46 I 46/48
173CMGL (12-14) G
MEN’S COLLECTION WOMEN’S COLLECTION

6. FA12 PRODUCT OPPORTUNITY: MY LIVESTRONG
Infuse the current LIVESTRONG line with key items from Nike Sportswear and Nike 6.0,
but keep it SIMPLE.
“Don’t give me take down running shoes, I want shoes that are design for LIVESTRONG and
a messanger bag” -Joe Owens, 15 yrs old.
480711
480691
480688
485027
Reversible
485012
MADE IN THAILAND
FABRIQUEEN THAILANDE
L G
UK 42/44 I 50/52
F 50/52 D 48/50
G
MADE IN THAILAND
FABRIQUEEN THAILANDE
L G
UK 42/44 I 50/52
F 50/52 D 48/50
G
480227

7. FA12 PRODUCT OPPORTUNITY: MY LIVESTRONG
Infuse the current LIVESTRONG line with key items from Nike Sportswear and Nike 6.0,
but keep it SIMPLE, and use lots of colors.
404717
484193
481165
503236
480215
480209
480205
477155
503950
449957

8. FA12 PRODUCT OPPORTUNITY: MY LIVESTRONG - Snow Pack
With this younger adult engaged, Nike LIVESTRONG has an opportunity to reinvent itself
and tap into new venues where these young adults play.
Pony Tail Beanie
479744
479607
479508
479509
501873

9. ENHANCING THE NIKE EXPERIENCE THROUGH LIVESTRONG
The World Health Organization projects that this year cancer will become the
world’s leading cause of death1
, affecting millions of people.
As humans we require food, shelter, clothing and other basic fundamentals for
subsistence, however today’s youth, more than any generation before it, requires
“connectivity.”
MY LIVESTRONG will speak directly to teens, young adults who have been
affected by cancer, either directly or through friends and family. MY LIVESTRONG
will give them a voice, a means to take ACTION, a way to easily make a difference,
better their world and visually connect through LIVESTRONG apparel to other
young adults.
MY LIVESTRONG realizes this young adult does not want to look like their parents,
they need their own identity; bold and aggressive, this look will separate them from
their parents, but keep the VOICE of LIVESTRONG, strong. This experience, will
build the future NIKE LIVESTRONG YELLOW BLOODS, as LIVESTRONG is not a
season of fashion, easily discarded, it’s an enduring life choice.
1
Cancer – the number one killer – and its environmental cause, by Karl Grossman

10. WHY IS THIS A GOOD IDEA?
• My LIVESTRONG will energize the LIVESTRONG brand.
• Creation of MY LIVESTRONG, will also align the LIVESTRONG category with the rest of Nike’s core consumers.
• MY LIVESTRONG will allow Nike LIVESTRONG to take LIVESTRONG into bold new directions in apparel, equipment and venues.
• 16-24 year olds have significant discretionary income, and spend large portions of their discretionary income on electronics and clothes.
• The teen market is a huge opportunity for LIVESTRONG. With 33.5 million individuals in 2010, this segment also has considerable
influence on household spending.
• Today’s young adults exhibit strong need for individuality in their self-expression.
• They have a sincere desire to purchase products from companies such as LIVESTRONG, which will allow them to express themselves
and help better their world.
• MY LIVESTRONG will provide product to the young adult, who doesn’t want to look like his or her parent, but is deeply connected to
LIVESTRONG, through personal experiences.
• MY LIVESTRONG consumers of today will grow up to be the L IVESTRONG consumers of tomorrow. . . tomorrow’s YELLOW BLOOD.