This document outlines a strategy presented by a group of interns to define the membership strategy for Generation Z athletes in North Central America and identify opportunities that can be implemented during the 2020 NBA All-Star Game in Chicago. It discusses insights about Gen Z preferences, sets an objective to identify membership growth opportunities, and proposes strategies like cultivating connections through an app-based verification and rewards system tied to the All-Star Game, and hosting Nike basketball tours and events to foster community among Gen Z and elite athletes. The goal is to increase Gen Z membership by 10% consistently implementing these strategies.

1. MEMBERSHIP
STRATEGY
2019 INTERNS

2. AGENDA
WHO WE ARE
WHAT WE ARE TASKED WITH
CURRENT STATE
IMPLICATIONS/OPPORTUNITIES
Q&A/FEEDBACK

3. JOEY LANE
OHIO STATE GRADUATE
HALLIE THOME
UNIVERSITY OF MICHIGAN GRADUATE
LAURYN SMITH
HOWARD GRADUATE
BRAXTON SWANN
USC SENIOR
GRIFFIN SCHAETZLE
MISSOURI SENIOR
DEMITRA CARTER
BAYLOR UNIVERSITY JUNIOR

4. Our Ask
+
DEFINE THE
MEMBERSHIP STRATEGY
FOR THE GEN Z ATHLETE
IN NORTH CENTRAL
IDENTIFY OPPORTUNITIES
AND MAKE
RECOMMENDATIONS THAT
CAN BE IMPLEMENTED
DURING ALL STAR 2020
1 2

5. MEMBERSHIP
NA STRATEGY IS TO AQUIRE, SERVE, AND RETAIN
IMPLEMENT NA STRATEGY IN NORTH CENTRAL

6. Our Approach
NEW MEMBERS IN
GENERATION Z
ACQUIRE
1
RETAIN
KEEP MEMBERS
INTERACTING WITH THE APP
3
SERVE
2
EXISTING, NEW AND FUTURE
MEMBERS

7. GENERATION Z
1996 - 2013
1/4 OF WORLD POPULATION
$44 BILLION IN BUYING POWER
INFLUENCE ON PARENTS
6-23 YEAR OLDS

8. GEN Z IS US
TOO

9. s
NIKE MEMBERSHIP
IN CHICAGO
JUNE 2019
2%
9%
21%
22%
30%
14%
2%
17 & UNDER 18-24
25-34 35-44
45-54 55-64
65+
AGE BUCKETS
~350,000 TOTAL MEMBERS
~160,000 ACTIVE MEMBERS

10. s
NIKE MEMBERSHIP
IN CHICAGO
JUNE 2019
2%
9%
14%
2%
CURRENT GEN Z MEMBERS IN CHICAGO: ~5700

11. OPPORTUNITY
~300,000 GEN Z IN CHICAGO
98% GEN Z ARE NOT NIKE MEMBERS

12. OPPORTUNITY
CHICAGO SPECIFIC
THE 69TH ANNUAL NBA ALL-STAR GAME WILL 3RD PLAYED IN CHICAGO
FIRST TIME IN OVER THREE DECADES (1988)
NBA ALL-STAR 2020
THIS IS AN OPPORTUNITY FOR NIKE, INC. TO SHOW UP IN AN AUTHENTIC
WAY CATERED TO CHICAGO’S GEN Z CONSUMER

13. While millennials are experience driven consumers,
GENERATION Z
INSIGHTS
PRODUCT IS
IMPORTANT
DEFINED BY
DIGITAL
DIVERSELY
INFLUENCED

14. PRODUCT IS IMPORTANT
INSIGHTS
High quality products are most
likely to convince Gen Z to
become advocates for the brand
Gen Z averages 13.4.
conversations about
products per day
60% of Gen Z’s would
prefer a cool product over a
cool experience

15. DEFINED BY DIGITAL
INSIGHTS
91% of Gen Z males play
video games regularly
95% of Gen Z have a
smartphone, 50% of them
spend more than 5 hours a
day on their phones
70% of Gen Z females have
used a shopping app in the past
month

16. DIVERSELY INFLUENCED
INSIGHTS
Media platforms give them
a sense of community
Celebrities they follow
influence their personalities
80% of Gen Z shopping is
influenced by social media

17. OBJECTIVE
IDENTIFY OPPORTUNITIES FOR
MEMBERSHIP GROWTH AND OUR
MEMBERS LEADING UP TO
ALL-STAR 2020

18. CULTIVATE CONNECTIONS
GIVE THEM WHAT THEY WANT
PAY OFF EXPERIENCES
WITH PRODUCT
CHANGE PASSIVE SCREEN TIME TO
ACTIVE SCREEN TIME
DIGITAL TO PHYSICAL
MEET THEM ON THEIR PLATFORMS
AND INVITE THEM TO OURS
STRATEGIES

19. CHI
EXCITE GEN Z WITH THE ABILITY TO BECOME VERIFIED BY
COLLECTING CHECK MARKS IN A JOURNEY LEADING UP TO ALL-
STAR 2020

20. Nike Kids Club
5/20
Nike Kids Club
20/20
CHI
Nike Kids Club
10/20

21. Exclusive access to the Bred 11 SNKRS
drop for purchase to everyone who has
completed the journey up to this point
Everyone is invited to a Nike exclusive All-
Star Game watch party here in Chicago
First two people will be surprised with tickets
to the game along with special outfits to wear
10 CHECKS 20 CHECKS
THE MORE CHECKS YOU EARN THE
MORE PRODUCT YOU UNLOCK
REWARDS
10%- CHI Jordan 3 SNKRS spot
25%- Personalized All Star jacket
65%- Special Edition All start jersey

22. NIKE HOOP TOUR
DRIVE COMPETITION
AND COMMUNITY
____ LIKE A PRO
FOSTER A CONNECTION BETWEEN THE
ELITE AND GEN Z NIKE PLUS MEMBERS
TACTICS

23. NIKE HOOP TOUR
SEND GEN Z NIKE MEMBERS A
PUSH NOTICE TO INFORM THEM
ABOUT NIKE REMODELED GYM
BRINGING OUR NIKE PLUS
MEMBERS TOGETHER
THROUGH MEMBER-GATED
EXPERIENCE
AT THE NIKE HOOP TOUR GEN Z ARE
ABLE TO TRIAL PRODUCT AND
PURCHASE CUSTOMIZED HOOP TOUR
SHIRTS WITH COURT LOCATION ON IT
Nike Kids
FrienWom
COME GET MOVING WITH US AT SPECIAL EDITION NIKE COURT
DISRUPT UNITE SERVE

24. ____ LIKE A PRO
NIKE ELITES WITH
GEN Z IN CHICAGO
PUBLISH CONTENT TO
GEN Z PLATFORMS
BRING GEN Z FROM THEIR
PLATFORMS AND BRING
THEM TO OURS
CONNECT RELEASE DRIVE

25. WHAT DOES SUCCESS LOOK LIKE?
INCREASING GEN Z MEMBERSHIP BY 10%
IMPLEMENT STRATEGY CONSISTENTLY

26. THANK YOU