NIKE

Women’s Crossfit

How do you launch a product with little time and even less money? Create debate and seed it well.

That was the idea behind a social campaign to  promote a new line of shoes for high school girls.

In a matter of days, we concepted, shot and seeded online videos for a new crossfit sneaker.

One month, a successful launch and millions of views later, debate still raged as to whether the trick shots were real.

NIKE

Mountain Biking

Sometimes the challenge isn’t about marekting to one audience but to many. To break in and succeed (financially) in the moutain biking category Nike needed to attract  both hardcore and recreational riders.

To hit these targets we created a quasi-instructional series about the perils of mountain biking. In it were enough cues to appeal to both audiences.

These six films that helped spur sales and move Nike deeper into another product category.

ACG

Snowboarding is neglect.

Hiking is freedom.

And shoes can have their own f’d up influences.

Selections from years of Nike ACG initiatives.

Grounded in years of personal category experience, this work was heartily embraced by clients and core users. Once again, helping Nike build definition and strength in new categories.