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Japan SMU for Martial arts Athlete Kaoru Uno

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  1. 1. Chieko Otani Performance Leader Through continued Athlete support and Promo development, we’ll build & merchandise franchises that cover Apparel, Footwear, and Equipment that satisfy a Global hunger as well as the Japanese appetite. Performance Fashion Apparel 10AC
  2. 2. Caol-san is a savvy veteran that employs his entire family through either his day job as a shop owner or his night job as a fighter. Caol Uno-Martialart Chieko Otani On &Off
  3. 3. Product Planning Chieko Otani Caol-san's excitement ( not shown here ) led him to meet with us 7 times in 6 weeks. Lots of work, but the results were extremely educational and inspirational for all involved.
  4. 4. Creative Direction Chieko Otani The Mission: Develop Premium Performance Apparel collection supporting his on/off pitch. Create market trend that “Innovative & Functional apparel is cool to wear on the street.” <ul><li>Inspiration/ Story : </li></ul><ul><li>Super Nature=Nature of bodies. </li></ul><ul><li>Use curves along with muscle lines to emphasis body strength. </li></ul><ul><li>Concept: </li></ul><ul><li>Mixture of athleticism and Tokyo style – Nike innovation mix with Tokyo essence. </li></ul><ul><li>Innovative design based on real athletes needs. </li></ul><ul><li>Material story focus on athletes performance. </li></ul><ul><li>Tokyo inspired cool & edge color / logo story. </li></ul><ul><li>Material: </li></ul><ul><li>Performance focus. </li></ul><ul><li>Use high performance material palette such as Nike Sphere, </li></ul><ul><li>Nike react and beyond. </li></ul>
  5. 5. Graphics Chieko Otani First came the 5 places Caol-san finds inner strength: And though his aspirations are far reaching, his right hook will leave you seeing stars. Family, Friends, Fans, Sempai, and his Father.
  6. 6. Merchandising Strategy Chieko Otani UNO SELECT Brand drive Revenue drive <ul><li>Select shop </li></ul><ul><li>Nike Store </li></ul><ul><li>Nike shop </li></ul><ul><li>Sporting goods store </li></ul><ul><li>GMS </li></ul>Indie Sport inspired Mass Halo effect to the mass consumer
  7. 7. Line Planning Chieko Otani
  8. 8. Distribution - We’ll carefully choose BEST location which can tell the product story Chieko Otani Primary (Assort A) Secondary (Assort B) UCS, HAM: Yokohama BEAMS: TOP 10 doors SOPH: Harajuku and 5 franchises NIKE OWN: NIKE OSAKA BEAMS: Other 19doors MARUI: Shinjuku, Shibuya, Yokohama (TBD) Harajuku, Shinjuku, Machida TTL:19doors TTL:25doors
  9. 9. Product Exposure Chieko Otani honeyee.com: Internationally popular web magazine. Caol is the member of bloger. Right place for sneak peak. UCS & HAM: Caol owns select shop selling his own label and selected brand. He knows how to create brand heat. EVENT: Product exposure at opening march. Big TV program which is currently very popular in JAPAN. Maximize NIKE PR work. CAOL also has strong connection with magazine auditor and stylist such as Men’s Non-no, HUGE or Tarzan.
  10. 10. Chieko Otani Product Creation Nike sphere story Functional material Construction
  11. 11. Performance Fashion Apparel 10AC Chieko Otani An extreme training collection of fitted brute force where necessary, but comfort and style when possible.
  12. 12. Performance Fashion Apparel 10AC Chieko Otani 3/4 elastic waist band action pleat at knee for Maximum flexibility stretch panel ventilation extended opening waist tab for secure closure
  13. 13. Performance Fashion Apparel 10AC Chieko Otani Of course, we also look to keep him protected inside the ring.
  14. 14. Fitting Work with athlete to find out what he really need to perform well. Make it fit right true to perform. From Go Young to Premium, we’ll deliver quality product that connects with the Global direction while satisfying those athletes looking to one day go Global themselves. OTANI Fitting
  15. 15. Performance Fashion Apparel 10AC SP07 Chieko Otani
  16. 16. Chieko Otani Continue to deliver 10AC collection with integrated product line Apparel+Footwear +Bag head to toe outfit. Caol-san likes to have more variety of product line. The classic check pattern is one of his favorite so we made twist it to make more novelty looking for the brand. White square change to octagon as a shape of the Ultimate fight ring filed. This pattern apply to apparel+footwear+bag to make visual connectivity He loves music and he use I-pod while he is training, running and gym. I create sealed water proof Nike+ pocket for Air trap suit. Octagon check Sealed Nano pocket Performance Fashion Apparel 10AC FH07
  17. 17. Chieko Otani Performance Fashion Apparel 10AC FH07
  18. 18. Chieko Otani Performance Fashion Apparel 10AC FH07
  19. 19. Performance Fashion Apparel 10AC FH07 Chieko Otani
  20. 20. Go to market Chieko Otani
  21. 21. Product Launch Chieko Otani Hot item: Storm-fit hooded jacket 28000yen We sold it at HAM, Beams and Nike Osaka as limited styles. They got very positive feedback from consumers. Black Jacket nearly sold out at each account. Guess total 70% already sold out within weekend end 2 days. Nike Sphere beanie and neck gator 6000yen/5000yen Consumer is very interested in life style silhouette x nike innovation material. Again, consumer purchase them for both training use or daily wear. Training short 7800yen One of the iconic item shows 10AC concept. Each accounts received very positive feedbacks. Consumer purchase it as both training and life daily wear. 10AC is Launched on Feb 3 rd which was last weekend. Consumer lined up before store open at HAM and Beams for purchasing 10AC apparel and footwear. Some Uno’s cult fans purchased whole collection both apparel and footwear (Over 100,000yen!) at Oshmans and HAM. Consumer is purchasing 10AC apparel for both training and life styles purpose. Which is the result exactly what we expected.
  22. 22. HAM BEAMS SHIBUYA MARUI SHIBUYA NIKE SHOP Display at best area in each stores merchandized with Footwear and training gear. 10AC Retail Chieko Otani BEAMS HARAJUKU
  23. 23. Product Exposure Chieko Otani
  24. 24. Media Exposure Chieko Otani
  25. 25. Houyhnhnm magazine cover page Chieko Otani
  26. 26. Retail support Chieko Otani Message board for Nike shop (For footwear launch) Retail support tool (10AC board, shopping bag and sticker) Provided to accounts who both apparel & footwear launched.