This document outlines Nike's strategy to launch their first women's basketball apparel line. It identifies the challenges of a lack of excitement and relevance around women's basketball currently. The target audience is identified as 14-17 year old girls who are passionate basketball players. Research with teenage girl basketball players provided insights about their motivations and support systems. The strategy creates the "Nike Huddle" campaign to build a network and resources for collective improvement among women basketball players through experiential activations, a mobile app, and social media engagement centered around the theme of support systems. The communications plan aims to promote the launch through city events, publications, influencers, and ongoing social media.

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NIKE WOMEN’S BASKETBALL APPAREL LAUNCH
JULY 26, 2015CANNON GROUP

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NIKE BASKETBALL IS LOOKING TO GROW.
THERE IS AN OPPORTUNITY TO SHARE THE STORIES OF WOMEN
BASKETBALL PLAYERS. THE FIRST EVER WOMEN’S BASKETBALL
LINE WILL FOREVER CHANGE THE GAME.

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THIS DECK WILL REVEAL OUR:
RESEARCH INSIGHTS STRATEGY CREATIVE COMMUNICATIONS

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
THE CHALLENGE IS THAT CURRENTLY THERE IS NO EXCITEMENT
AROUND WOMEN’S BASKETBALL.
THE CHALLENGE IS THAT WOMEN BASKETBALL PLAYERS MUST
HAVE A STORY TO BE RELEVANT.
THE CHALLENGE IS NBA PLAYERS ARE SEEN AS IDOLS, WNBA
PLAYERS ARE JUST THEIR FAVORITES.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
THE GOAL: TO MAKE WOMEN’S BASKETBALL RELEVANT.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
WHO ARE WE SPEAKING TO?
14-17 YEAR OLD GIRLS.
SHE IS:
BASKETBALL IS HER LIFE.
The best player on her high school’s
varsity basketball team.
She’s looking to go to college on a
basketball scholarship.
She looks forward to that next level
challenge.
It’s not just fun and games for her; it’s
her life.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
WE SURVERYED 14-15 YEAR OLD GIRL BASKETBALL PLAYERS. (LADYBULLDOGS, NYC).
THESE YOUNG WOMEN ALREADY HAVE THE WILLPOWER OF CHAMPIONS.
EXPLORATION:

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
WHAT MAKES THESE GIRLS WAKE UP EVERY DAY TO PRACTICE?
“I tell myself that things you want aren’t just handed to you.”
“The idea that I could improve with every minute I devote to practicing helps to keep
me going.”
“I play to make my grandfather proud. He is the reason why I play basketball. He
helps to keep me going.”
RESPONSES:
“IT WILL ALL PAY OFF.”
-ARIANA 14, LADYBULLDOGS POINTGUARD

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
IF YOU COULD BE ANY WNBA PLAYER WHO WOULD YOU BE?
WHAT WOULD YOU ASK HER?
“Skylar Diggins.”
“How do you feel about the stigma around being in the WNBA vs NBA?”
“How did you stay motivated?”
“Lisa Leslie.”
RESPONSES:

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
FURTHER EXPLORATION LEAD US TO:
WAYS THESE GIRLS CAN INTERACT AS A GROUP.
WHAT WOULD MAKE THE GIRLS PARTICIPATE.
GOOD WAYS TO UPGRADE YOUR BASKETBALL OS / IQ.
WAYS THESE GIRLS WANT TO BE VIEWED.
AN EXCITING WAY FOR THE GIRLS TO COLLECTIVELY IMPROVE.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
INSIGHT:
A WOMAN BASKETBALL PLAYER’S SUPPORT SYSTEM GOES FAR BEYOND THE COURT.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
GIRLS NIKE
WANT TOOLS AND
OPPORTUNITIES TO
IMPROVE, AN ACTIVE,
PRESENT COMMUNITY
HAS THE RESOURCES,
DATA AND ATHELTIC
NETWORK
?

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
HOW CAN WE BRIDGE THE GAP?
?

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
HOW CAN NIKE LEVERAGE AND VISUALIZE A SUPPORT SYSTEM?

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
WE BRING IT BACK TO THE HEART OF THE GAME.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
THE HUDDLE.
A SYMBOL OF SOLIDARITY A BASKETBALL PLAYER HAS BOTH ON
AND OFF THE COURT. FROM THE MOTIVATION TEAMMATES PROVIDE
FOR EACHOTHER INSIDE A HUDDLE TO THE FAMILY HUDDLE AT HOME.

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MY HUDDLE
PUSHES ME PAST MY LIMITS UNTIL
I LEARN THERE ARE NONE.
HAS MY DAY 1’S.IS THE ONLY CIRCLE I SURROUND MYSELF IN.
KNOWS I’M MORE THAN A BASKETBALL PLAYER.
KNOWS WHERE TO FIND ME
ON AND OFF THE COURT.
HITS ME WITH A REALITY CHECK WHEN
THEY CATCH ME SLIPPIN.
KNOWS FRIDAY AND SATURDAY NIGHTS
ARE STRICTLY FOR PRACTICE.
ONLY GIVES ME
UNCONDITIONAL SUPPORT.
WHO’S IN YOURS?
#MYHUDDLE

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
THROUGH A DIGITAL AND AN EXPERIENTIAL ACTIVATION THE
NIKE HUDDLE CAMPAIGN WILL PROVIDE WOMEN BASKETBALL
PLAYERS WITH THE NETWORK AND RESOURCES FOR COLLECTIVE
IMPROVEMENT.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: EXPERIENTIAL ACTIVATION
NIKE HUDDLE: CITY HUDDLE UPS
A local professional basketball player (male or female) will show up at a prominent
local high school practice to share with female players the importance of their sup-
port system on & off the court.
A local top university women’s basketball team scout will also be there too add the
importance of education.
A Nike representative will also be there to talk about the new App “Nike Huddle.”
A Nike media team will be there to document the event to share online.
Local news station will be there to facilitate the panel and document the huddle up for
tv and online viewership to target parents.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: EXPERIENTIAL ACTIVATION
WHO: BECKY HAMMON
CITY HUDDLE UP: NEW YORK
WHAT: SHARES HER JOURNEY, AND MEANING OF HER HUDDLE ON & OFF THE COURT
WHEN: ONE WEEK PRIOR TO APPAREL LAUNCH
WHERE: CHRIST THE KING HIGH SCHOOL
WHY: TO INSPIRE WOMEN BASKETBALL PLAYERS WITH TIPS FOR SUCCESS AS WELL
AS STORIES OF TRIUMP AND GROWTH

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: EXPERIENTIAL ACTIVATION
CITY HUDDLE UP INFLUENCERS
Cheryl Swoopes (Former NCAA/WNBA Player) NCAA record holder and Coach at Loyola University Chicago.
Cheryl has been both a coach and player and can speak on diversity within the WNBA as an African-American
and openly gay.
Brittney Griner (WNBA) Top talent, Unique and was bullied in school for her uniqueness. Griner is also openly
gay. (Talk on individuality and how it contributes to the huddle)
Skylar Diggins (WNBA) Top Talent, Face of the league right now. (Talk on her individual story)
Elena Delle Donne WNBA missed 12 games as a sophomore after being diagnosed with Lyme disease and
made it into the WNBA.
Lisa Leslie (Former WNBA MVP) Played for USA in the Olympics multiple years. Talk on her olympic journey
and being able to experience different cultures.
Diana Taurasi Taking a backseat from the WNBA to play overseas because salary is more than 10 times what
she is paid by WNBA. (Talk on options for girls ball players)
Pat Summitt (Former Coach University of Tennessee Lady Vols basketball team) Left her position as a coach
due to early on-set Alzhemiers. She can expand on the bond/relationship of a player and her coach.
Becky Hammon - First female assistant coach in the NBA for the San Antonio Spurs.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: APP
SKILL DRILLS (Videos)
Select Nike women basketball players will perform and describe different moves
they themselves do when they practice.
WORKOUTS (Videos)
In-gym training workouts performed by women basketball players for physical
training. From Plyometrics, core workouts, medicine balls and everything in
between.
PICK UP
Complete list of upcoming Nike basketball pickup game locations & dates
throughout the United States.
NUTRITION
Daily diet of various Nike female basketball athletes during season for optimal
game day performance.
SHOP
A direct purchase point for women basketball athletes to view and buy the new
product line.
The ultimate resource center for basketball improvement. We are giving the girls what they want. Basketball Knowledge.
A database to improve their Basketball Operating System and for them to collectively develop their talent at practices.

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: MICROSITE
NIKE HUDDLE: APP HOMESCREEN

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: SOCIAL MEDIA ACTIVATION
Nike will act as a catalyst for female basketball players by using
social media as a way for girls to express those who support them.
Nike Asks: “Who’s in your huddle?” Tell us by using the hashtag
#MyHuddle to be featured on the NikeHuddle Instagram.
A selfie with your support system. The people in their huddle, on or
off the court.
Potential Captions:
My grandma, mom and brother. #MyHuddle
Briana, Kelly, Joanna & Tiffany #MyHuddle
WE LEVERAGE SOCIAL MEDIA PLATFORMS WITH A SIMPLE CALL TO ACTION:
“Who’s in your huddle?”

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: IG REPOSTS

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: PROMOTED POSTS

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01 CHALLENGE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: PROMOTED POSTS

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01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
STORYBOARD - “WHO’S IN YOUR HUDDLE?”
Coach Diggins: You will only go as far
as every other person in this huddle
pushes you.
Coach Diggins: During your off days train-
ing, you will help each other go far. Very
far.
Coach Diggins: Study up. Your brain is
what will take your game to the next level.
Voiceover Throughout: Skylar Diggins is speaking to a group of fourteen year old girls.

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01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
STORYBOARD - “WHO’S IN YOUR HUDDLE?”
Coach Diggins: This is bigger than
yourselves. It’s about your huddle at
home and making your parents proud
of you.
Coach Diggins: It’s about coming together,
for a greater good.
Coach Diggins: Focus on your goals, your vi-
sion should be tunnel and always keep true
friends inside your basketball huddle.

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01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
STORYBOARD - FINAL FRAME
WHO’S IN YOUR HUDDLE?
#MYHUDDLE

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01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
COMMUNICATIONS PLAN
WE’RE GOING TO REACH OUR TARGET BY:
1. LAUNCHING CITY HUDDLES
In planning the City Huddles, exclusive press invites will be sent out to get the word out. The ul-
timate goal is to leverage the press to reach the decision-makers/parents. Nike will invite ESPN,
ESPNW, ABC News, Bleacher Report, ESPN.com. Ideally a short segment with a major network
about City Huddles bringing the women’s basketball community together.
Nike will pitch to an established online sports publication, providing a retired WNBA Player (Lisa
Leslie, Cheryl Swoopes etc.) and a current WNBA Player (Skylar Diggins, Brittney Griner etc.). The
women will discuss who is in their huddle and how their huddle has impacted them throughout
their lives. The end of the article will encourage girls to expand their huddle/build the huddle
community by downloading the app and how City Huddles are bringing the women’s basketball
community together.
2. PUBLICATION PUSH

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01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
COMMUNICATIONS PLAN
WE’RE GOING TO REACH OUR TARGET BY:
Nike will use the insight that girls enjoy being athletic, stylish and feminine by pitching to a
female positive website. eg. include Seventeen Magazine Online, GirlsLife, Glamour, Allure etc.
Nike would pitch to them a series of articles called “The Huddle” which would provide tips,
humour and human truths about a girl’s huddle. They could include the following ideas but are
not limited to: “Times When Girls Need To Huddle,” “How to Improve Your Game This Basketball
Season,” “People Who Should Be In Your Huddle,” “Celebrity/Athlete’s Huddles. The girls would
then be encouraged to “Join The Huddle” or will be asked “Who’s in/Build Your Huddle” and are
next prompted to download the app. about how City Huddles are bringing the women’s basketball
The #MyHuddle Contest should utilize influencers who are passionate about Nike and the WNBA.
The contest should launch on a Thursday in time for #tbt because many people begin to feel nos-
talgic picking out that right post for #tbt. Influencers can start the campaign by posting a picture
of their huddle to Instagram, Twitter and Facebook. Nike can pitch an Instagram Recap of the
influencers to media outlets including E! Online, Buzfeed, Refinery29, ESPN.com etc. Each Thurs-
day following the launch, one of the influencers could takeover the Nike Instagram and introduce
viewers to their huddle.
3. 2ND PUBLICATION PUSH (INFLUENCERS)
4. SOCIAL MEDIA ACTIVATION

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01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
NIKE HUDDLE: MEDIA PLAN
The media plan below outlines a two month period.
Pre-roll Ad
Social Media
September October
:60 seconds
:30 seconds
:15 seconds
Promoted Posts

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01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
CONFIRMATIONAL RESEARCH
BY THE AGE OF 14, GIRLS DROP OUT OF SPORTS AT TWO TIMES THE RATE OF BOYS
MAINLY DUE TO THE LACK OF ROLE MODELS.
SOURCE: FITNESS CLOTHING - US - OCTOBER 2014 MINTEL
SOURCE: FACTORS INFLUENCING GIRLS PARTICIPATING IN SPORTS - WOMENS SPORTS FOUNDATION
SIMPLY OWNING FITNESS CLOTHES MAKES SOME FEEL MORE EMPOWERED, WITH
26% OF CONSUMERS SAYING THEY PURCHASED TO MOTIVATED THEM TO EXCERCISE
MORE OFTEN.

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01 CULTURE 02 CONSUMER 03 STRATEGY 04 CREATIVE 05 COMMS
CONFIRMATIONAL RESEARCH
NIKE ACCOUNTS FOR THE GREATEST SHARE OF TOTAL ONLINE CONVERSATION AMONG
ALL REVIEWED FITNESS CLOTHING BRANDS 39% SHARE OF VOICE.
SOURCE: MARKETING TO TEENS - US - MAY 2015 MINTEL

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THANK YOU

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CANNON GROUP