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2019 reddot award winner for communication design
For the first time in history, skateboarding will be integrated into
the Games. Nike SB has an opportunity to launch and design a product line and integrated campaign for the 2020 Tokyo Games.
The challenge is to deliver an authentic message on a global platform that will resonate with skateboarding culture, the Games, and the world.
Talents represented: research, campaign strategy, experiential strategy, digital strategy
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Team: Dayna Edmonds, Deeksha Biddappa, Maria Tamayo, Meredith Phillips, Nita Thompson, Sam Oduro, Shreya Srinivasan, Sonia Sayani, Taylor Lewis, Thuy Pham,
Yuan Chan
research
Nike's motto is to "bring inspiration to every athlete in the world"
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Nike is internationally recognized for performance and tenacity- and that reflects in all they do. Like past Games, the 2020 Olympics in Tokyo place Nike on a powerful, international stage for new
global opportunities.
The 2020 Tokyo Olympic vision is that "the sport has the power to change the world and our future," emphasizing three core concepts: striving for a personal best, accepting one another, and passing on a legacy for the future.
There's a rebel stereotype entangled in skateboarding. The sport has slowly grown across the world, however, it was first recognized as a sport through the '95 ESPN X-Games.
Japan has a respectful, community-minded culture, and that culture honors old tradition and takes pride in rituals. Legacy and mastery are highly valued. The Satori Sedai are the enlightened generations focused on being self-aware and finding essential truths about life.
insights & truths
Athletes create their own ritual to prepare for victory. Music plays a major role when getting into the zone.
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Nike views themselves as a technology company that enhances performance versus a sports company.
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Skateboarding has a psychological and physiological effect on the skaters. It drives the desire for the dopamine that comes from an adrenaline rush.
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Every athlete goes through different emotional stages that
build resilience.
big idea: shokunin
The tenacity embodied in the Shokunin mindset is one fixed on becoming a master of one's passions. To be a warrior is to be Shokunin, it is a way of life. It is setting goals to the highest standard, and being dedicated to the victory. Through the stages of Shokunin, warriors follow a ritual path, a journey to victory.
Nike sb: altius
The games are a symbol of mastery and tradition. In 1984, when the Games began, their motto of Citius, Altius, Fortius inspired athletes to master their sport.
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In the spirit of encompassing tradition, we bring to light the original motto. As skateboarders enter the Games for the first time, they create a new tradition.
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Altius encompasses the long tradition of the Games. Skateboarders can resonate with Altius because they desire to rise to a challenge. In Japanese culture, people strive to not only outperform competition, but also to outperform themselves. This mindset of mastery relates strongly to the motto of the Games and the skateboarding mindset.
brand integration
Excite: digital
The excite phase begins with promotion of the Altius shoe through the SNKRS app and a Thrasher Magazine exclusive.
engage: activation
The video component of our activation is a documentary of skaters and their journey to the Games.
Using NFC technology, guests will use their phones to launch a webpage which will display the documentary in different languages.
VR experience
Twitter users will tweet with #NikeSBAltius to receive exclusive on-site content from our Altius activation throughout the 22 days of the Games.
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Bot technology will allow for automated content, while community managers will be on the account to continue the conversation.
engage: social
The Line app is a popular social networking platform in Asia.
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On the app, users can message companies and see advertisements on the company page.
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This app provides an opportunity for Nike to market in Asia because of its popularity and ability to communicate with the consumer directly.
connect
Post event, Nike will continue to promote the Altius line through extended olympic skater documentaries on YouTube, highlighted stories on Instagram, and user generated content on Instagram and Twitter.
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The SNKRS app will have a recap of the event as a featured story.
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