A project by Nike

debora ferrara / honoka kawai / luigi sossi

politecnico di milano a.a. 18/19

communication for fashion

prof. paolo volontĂŠ

nike

mission statement

“To bring inspiration and innovation to every athlete* in the world.� *If you have a body, you are an athlete.

nike

UNLIMITED STADIUM

WHAT WAS IT? The ‘world’s first full-size LED running track.

WHEN AND WHERE? From 5th to the 21th of August 2016, in the center of Manila, Philippines.

HOW DID IT WORK? Run with your Avatar.

Registration to run at around the stadium was free.

why did nike do this?

why did nike do this?

why did nike do this?

why did nike do this?

why did nike do this?

nike

why did nike do this?

The main company’s aim was persuade consumers to buy.

Nike gave the chance to test LunarEpic in Unlimited Stadium.

The cutting edge project attested the power of the company and produced his brand circulation.

Nike gave the possibility to “just do it�, trough an innovated experience.

what is the nature of this adv?

what is the nature of this adv?

what is the nature of this adv?

what is the nature of this adv?

what is the nature of this adv?

nike

what is the adv’s nature?

1. FIRST STEP product-centred adverts.

2. SECOND STEP product-user relationship.

We could assume a 3. THIRD/NEW STEP product/ads/user experience.

HOW DID NIKE DO THIS?

HOW DID NIKE DO THIS?

HOW DID NIKE DO THIS?

HOW DID NIKE DO THIS?

HOW DID NIKE DO THIS?

nike

HOW DID NIKE DO THIS?

Nike chose to carried out a sort of GUERRILLA MARKETING advertisement: it’s a strategy about taking the consumer by surprise to make a big impression about the brand.

did it work?

did it work?

did it work?

did it work?

did it work?

nike

did it work?

Nike was able to create physical and social engagement.

why did it work?

why did it work?

why did it work?

did it work?

did it work?

nike

wow did it work?

NIKE’S MERITS: It found a solution for the conflict between the needs of the agency to be creative and the direct needs of the client.

It overcame the problem of consumer resistrance and scepticism.

It has focused its attention on special values and trend like health, fitness, self development and innovation.

“The Unlimited Stadium is designed to encourage people to push beyond their limits, and to celebrate the spirit of doing more than what you thought was ever possible...�

Bulbul Khera, Nike Senior Director for Marketing,

thank you

thank you

thank you

thank you

thank you