Brand Book - Nike Women

I AM WOMAN ARE YOU READY?

I AM DIVERSITY

I AM STRONG

I AM EMPOWERMENT

I AM NIKE WOMAN

CONTENTS BRAND STORY 8 BRAND MISSION/VISION/ESSENCE 9 BRAND POSITIONING 12 BRAND PLATFORM 14 BRAND GUIDELINES 15 LOGO FONT/TYPEFACE COLOUR & IMAGE GUIDELINES PRODUCTS TONE OF VOICE STORE REQUIREMENTS PRODUCTS 27 FABRICS 29 THE CONSUMER 31 SUSTAINABILTY 33 COMMUNICATION STRATEGIES 35 BRAND AMBASSADORS 37

OUR HISTORY OUR STORY OUR JOURNEY Nike have put women front and centre for 40 years and counting.

In 1978, Nike Women launched as a business focus, and Nike debuted its first ad featuring the Lady Waffle Trainer, part of a line designed specifically for women.

Nike was an enthusiastic partner of the IRC (International Runners Committee), eagerly providing funding and exposure to help push women’s running to new levels of acceptance.

In the summer of 1984, Joan Benoit Samuelson made history when she won the first women’s marathon at the Games in Los Angeles and helped ignite a running movement, which Nike celebrated in print ads after her ground-breaking victory. In 1991, Nike released an eight-page print magazine insert that started with the words, “You Were Born a Daughter,” and took the reader through the growth and development of a woman’s life.

In the fall of 1995, Nike released a 30-second TV spot entitled, “If You Let Me Play.” The film introduced a new approach to inspire female athletes, emphasizing how sports benefit the lives of girls. The campaign was chosen as one of the best ads of 1995 by readers of USA Today. Twenty years later, “If You Let Me Play” still maintains cultural relevance and remains one of the top references in examination of women’s sports media.

Nike celebrated the athletes at every step of their journey and used the occasion to inspire the next generation of young female athletes.

Building on strong female role models, Nike released “My Body Parts” print ads, which confidently talked about the size and strength of a female athlete’s butt and thighs.

Nike catalyzed a dialogue with women in 2008 with “Here I Am,” a multi-media campaign that showed how girls in sport are stronger in body and mind by highlighting the mental strength of young world-class athletes like Sofia Boutella and Maria Sharapova. In December 2010, Nike released its rallying cry for women with “Make Yourself.” The campaign encouraged women to think about who they want to be and how sport can help them find the confidence they need to become their best.

Today Nike continues to break boundaries and grow with female athletes. The launch of #betterforit builds on Nike’s history of advocating for and championing women athletes at every level, from Grand Slam winners and Global champions to those looking for a new personal record or motivation for an extra workout. After all, Nike was named after a woman.

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(Nike News, 2015)

MISSION BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE IN THE WORLD *IF YOU HAVE A BODY, YOU ARE AN ATHLETE

VISION TO HELP NIKE, INC. AND OUR CONSUMERS THRIVE IN A SUSTAINABLE ECONOMY WHERE PEOPLE, PROFIT AND PLANET ARE IN BALANCE

ESSENCE ANYONE WHO HAS A BODY, HAS THE POTENTIAL TO BE AN ATHLETE.

JUST DO-IT

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(NIKE, 2017)

POPULAR

UN-ACCESSIBLE/ UN-INDIVIDUAL

ACCESSIBILITY/ INDIVIDUALITY

UNPOPULAR 11

BRAND POSITIONING Nike WOMEN are constantly challenged by our widespread competition.

With the rise of health & fitness on social media platforms among the likes of Instagram, smaller businesses have been given the opportunity to grow.

Lululemon and Sweaty Betty are companies that both focus solely on women’s fitness apparel and have also taken on NIKE’s idea, by incorporating fitness/training classes into their shop floor space.

Although NIKE women’s collection is a higher price point vs many of its competitors. Due to its worldwide spread recognition and durability within sports apparel, it always seems to be on top of the list when it comes to the best.

Although, these are not our direct competitors. Nike WOMEN, in a concession store environment can be found near brands such as USA PRO and ELLESSE.

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BRAND PLATFORM For our corporate image, we believe that not only our customers, but every single individual can associate our brand with...

EMPOWERING HISTORY POTENTIAL FREE

POWERFUL INNOVATION ATHLETE STRONG KICKASS WINNERS INDEPENDENT FITNESS TRAIN-HARDER GODDESS GAME-CHANGER ‘JUST DO-IT’ DEVELOPMENT FOCUS COMMUNITY

WE ARE NIKE WOMEN 14

BRAND GUIDELINES

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LOGO

The iconic shape - arc of movement, was originally called “The Wing”. The Nike logo takes its inspiration from the Ancient Greek Goddess of victory, Nike, who served as the cause of motivation. It is now referred to as “Swoosh”, the word “Swoosh” symbolizing the sound of speed.

Victory, flight, and speed - simple yet, a bold underlining symbol of global recognition. It expresses well a high ambition and a will for victory, which the Nike Company made a part of its brand image.

Dull orange shade is used for the Nike logo which demonstrates the strong corporate image of Nike Inc. Over the years, Nike logo has revolutionized to some extent. Its colour had been once transformed to strong black.

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(Unknown, 2017)

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FONT/TYPEFACE NIKE uses Trade Gothic, similar to its previous typeface of Futura Bold Condensed. It is easily identifiable. It is a simple, clean and clear bold choice which, resonates with our brands communication and identity. Without seeing our logo, the font itself represents who we are.

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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0123456789

COLOUR & IMAGE GUIDELINES OUR chosen colour of black and white used for our font shows clarity and simplicity. We do not conform to be complex and intricate. Both BLACK and WHITE resonate with our message throughout our various platforms. Strong, bold and familiar, yet pure, free and focused on our goals.

Each individual collection and style guide has its own STATEMENT colour or print. We like to make our athletes stand out from the crowd. Whether that is in fluorescent orange, baby pink or exotic green. We balance the bold with the neutrals, to showcase that the product can be worn off the court or out of the gym.

WE represent who we are through the choices of colour and more importantly the movements within our images.

Showcasing striking movement and fluidity throughout, whether you are a trained hurdler or a ballerina.

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TONE OF VOICE WE ARE UNITED WE ARE STRONG WE ARE ATHLETES WE ARE LIMITLESS WE ARE DETERMINED WE ARE INSPIRATION WE ARE AMBITIOUS WE ARE FEARLESS WE ARE BOLD WE ARE STRONGER TOGETHER, THAN ALONE

WE ARE NIKE WOMEN 23

STORE REQUIREMENTS

We keep our store layout simple, yet engaging throughout the customers journey from the moment they enter to when they leave. Specific product placement pods are situated throughout, to ease our customers shopping experience. Bold statement phrases and slogans can be found throughout, among the likes of ‘COME RUN WITH US’ to make our customers feel part of our nike community.

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STORE EXPERIENCE

Our brand message and values are represented and continued throughout our NIKE WOMEN stores. Knowing that our customers have chosen to come to OUR stores to potentially make a purchase that they will be proud and excited about is what we STRIVE for.

At NIKE WOMEN incorporating technology into our store dynamic is crucial to how we engage and communicate with our customers. We BELIEVE in the future, and fusing technology with our brand IS fundamental to not only our development and progression, but to our ATHLETES. 26

PRODUCTS RUNNING. GYM & TRAINING. YOGA. CROSS TRAINING. TENNIS. GOLF. BASKETBALL. FOOTBALL. SKATEBOARDING. SURFING. ATHLETICS PLUS-SIZE

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FABRICS COTTON/ELASTANE/MESH/NYLON/POLYAMIDE/POLYESTER/RAYON/ SPANDEX/VISCOSE

At NIKE WOMEN, we are conscious as to what fabrics and materials are used. RECYCLED POLYESTER and ORGANIC COTTON are key components that we integrate into our products.

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COTTON

SPANDEX

POLYAMIDE

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ELASTANE

VISCOSE

THE CONSUMER A NIKE woman is a busy, young working professional who enjoys focussing her free-time to her health and fitness. Dedicated to living an overall healthy lifestyle she enjoys working out with her friends, who have the same fitness aspirations and goals as she, and some self-meditation time with yoga. Mantras and quotes are something she reads daily to inspire and motivate herself both in and out of the gym. Her go to sport wear is Nike Women, she feels that the brands message resonates with her identity.

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SUSTAINABILITY

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OUR AMBITION:

DOUBLE OUR BUSINESS, WITH HALF THE IMPACT. We have a bold, audacious innovation ambition that fuels our creative design process, drives innovation and propels us into the future.

WE CALL THIS SUSTAINABLE INNOVATION. “AT NIKE, WE BELIEVE IT IS NOT ENOUGH TO ADAPT TO WHAT THE FUTURE MAY BRING – WE’RE CREATING THE FUTURE WE WANT TO SEE THROUGH SUSTAINABLE INNOVATION.” - Mark Parker, President and CEO, NIKE, Inc.

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(NIKE, 2017)

COMMUNICATION STRATEGIES Our goal through utilizing social media is to create a platform that is accessible for anyone, anywhere. To continue empowering and inspiring through technological advances in our athlete’s daily lives.

Whilst commuting to work or simply taking a tea break, if you connect with us, we want YOU to feel part of our community and motivated. Using #nikewomen, we want women to be able to engage with each other, and connect through a love and passion for our brand.

#NIKEWOMEN #UNSTOPPABLE #EQUALITY #TRAINTOGETHER

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INSTAGRAM, TWITTER & FACEBOOK, are platforms that give us the opportunity to showcase our products, express ourselves and engage with our athletes. Keeping the same tone, and layout throughout these platforms, gives a sense of clarity and simplicty.

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NIKE WOMEN AMBASSADORS IT’S NOT WHERE YOU’RE FROM, ITS WHO YOU ARE

FKA TWIGS, SINGER/SONG WRITER

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NIKE WOMEN AMBASSADORS IT’S NOT WHERE YOU’RE FROM, ITS WHO YOU ARE

ELLIE GOULDING, MUSICIAN

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NIKE WOMEN

NIKE WOMEN