Nike

Taking a bold step to deliver genuine love for sport

Make peoples sneaker dream come true

Nike was one of the first brands to venture into the world of personalisation when it launched Nike ID in 2000. Its customisation offering has since grown from just being a feature on its website to include over 100 in-store ‘studios’ all over the world. I researched in London to create a new brand space / retail experience, to reinforce engagement onsite with visitors and achieve both awareness and perfomance goals. I was in charge to deploy this initiative in Spain together with HQ.

Depict Spanish athletes to the world

In the last decade, a new generation of athletes (most of them sponsored by Nike) were changing forever the world's perception of sport. Spain's basket team was in a winning streak before winning the Eurobasket, Guardiola’s Barça won every trophy and did it in style, and Rafa Nadal started his dominance at Roland Garros. It was time to make it clear that something was changing in the Spanish sports scene. From the agency side I led the communication, creative and production plan for a variety of campaigns.

I’ve worked on countless campaigns where the goal was to represent an attitude and lifestyle for the brand. Nike is not only sport, it's a mindset. Launched back to school collections, specific product launches and led local shootings to adapt the global strategy in Spain.

I also conducted various focus groups to detect insights to ideate new collections and retail experiences.

Faster than the wind and other global campaigns

I led in Spain the global launch of “Momentum”, the new Mercurial football boot and other campaigns to attract FOOTs (footballer obsessed teens), runners and sneakerheads. This included also to liaise with NBA and football players, as well as ideating and executing its PR communication within the Spanish media. During five years Nike sent over briefs which I handled and worked with creative teams to come up with the most innovative solutions to their needs.