Nike DTC : Case Study
2020 Brand Plan
OVERVIEW
Nike identified four Direct To Consumer channels that were key to realizing brand and business potential over the course of the next 3 years until 2020.
A consistent strategic message and vision to scale and unify Nike’s DTC (Nike.com, Flagship, Partner, Factory) channels was needed in order to put the customer’s needs first and reach that potential.
THE BRIEF
- Inform strategic and financial plans through 2020 for Nike
- Clearly articulate “who we are” and “what we believe”
- Create a sound strategic framework to drive distinction and positive disruption in the marketplace and within our own “go to member” process and consumer engagement plans (for consumers, for our brand, for the business)
- Rally the extended team and unify our collective efforts with focus and purpose (including senior leadership, other key functions and the extended DTC team)
NIKE RESEARCH
15 Customer Interviews
39 Retail Site Visits
2 Expert Sessions
COMPETITIVE RESEARCH
20 Retail Experience Case Studies
OPPORTUNITY
The DTC Brand Plan will ground us. It will be a northstar, a filter, a focus.
In partnership with Nike, we needed to answer fundamental questions in order to define the purpose of the Brand Plan, gather data and compile a proper strategy.
In partnership with Nike, we needed to answer fundamental questions in order to define the purpose of the Brand Plan, gather data and compile a proper strategy.
INSIGHTS
1. When everyone is using the same sources of inspiration, everything can start to feel, ‘same old, same old.’
2. Proof of participation is a new product.
3. Limitless options can be limiting.
4. Consumers are increasingly empowered to build experiences around their needs, no longer happy to ‘make time’ for tasks.
5. When all points of engagement offer the same experience, consumers feel no need to explore.
APPROACH
Nike research, insights, our competitive retail/brand analysis and collaborative workshops shaped the approach. The end result was captured in detailed chapters of the below areas which defined the framework for Nike’s DTC strategy.
SOLUTIONS
Only after workshops with Nike, and rounds of iterating could we arrive at a breakthrough in the form of “Everyday Victory”. This single statement was powerful enough to unify the entire DTC offensive, but flex for each specific need. We were convinced it was perfect, but I needed buy in from our executive sponsor, Heidi O'Neill, President of Nike Direct to Consumer before we could go further and communicate across the Nike organization.
The primary means of communication were in keynote presentations. Currency at Nike is in a well rehearsed, beautiful presentation. The decks (sample slides above) were vital to the success of this project and narrative we wanted to tell.
To get to that point we needed to also think of the entire design system of this new department at Nike and how it would visually cut through internally. Throughout building our decks we would sharpen the identity using the lock up below and elements to tie back to Nike while feeling fresh and inclusive.
The primary means of communication were in keynote presentations. Currency at Nike is in a well rehearsed, beautiful presentation. The decks (sample slides above) were vital to the success of this project and narrative we wanted to tell.
To get to that point we needed to also think of the entire design system of this new department at Nike and how it would visually cut through internally. Throughout building our decks we would sharpen the identity using the lock up below and elements to tie back to Nike while feeling fresh and inclusive.