Nike
Rebuilding program engagement
The Nike app stands as a crucial asset for the brand, creating a powerful link between app usage, product engagement, and successful purchases. Unfortunately, amidst the challenges of a uniquely challenging year, consumers found themselves losing stamina and neglecting their commitment to exercise. Embracing the Nike app is not just a choice; it's a transformative step towards reclaiming vitality, making each workout count, and staying connected to a community that understands the journey. Elevate your fitness experience with the Nike app – a beacon of resilience in challenging times.
Problem Illumination:
The app's success is directly connected to people's ability to stick with their fitness goals in 2020.
Most New Year’s resolutions aren’t kept. Forty-five percent drop off after the first month, and eighty-one percent before the year ends. The same happens with fitness goals. Many of us commit to short-term goals without necessarily having a strong reason behind them. Then, when things get hard, we give up.
Perspective Shift:
Knowing what you do is one thing.
Knowing “why” you do it is everything.
What separates the world’s greatest athletes from others in reaching personal goals is a mindset – one that starts with a purpose, a 'why.' It is proven by psychology that a strong purpose increases resilience and the ability to overcome challenging situations.
Strategic Unveil:
The “why” behind your do it moves you forward.
Ushering in an era of fitness that goes beyond pounds, inches, and workouts, people were encouraged to consider not fitness goals, but ultimate purposes for moving.
The whys of professional athletes including, Naomi Osaka, Marcus Rashford, Kevin Durant, Sabrina Ionescu, Simone Manuel, Leo Baker, Caster Semenya, and Ibithaj Muhammad, Nike master trainers, and everyday athletes were shared in a film across Nike’s global channels, North American broadcast and out of home placements in New York City and Los Angeles. Nike inspired with the power of having a why, then guided people to find theirs through a how-to guide.
“Nike’s ‘You Can’t Be Stopped’ Wraps up the Year With a Message of Inspiration and Persistence”
Deliverables:
Cultural Trend Map
Qualitative Consumer Research
Creative Strategies Territories
Concept Validation
Customer Journey
Communication Planning