THE CASE
Nike leggings have failed her again and again. Pilling. Loose Threads. Waistbands that fall down. Camel toe. Not enough pockets. Our consumer has never truly been satisfied with them and have turned to a competitor as a result. In response, the brand has listened to these paint points and relaunched their premium line of leggings, producing three completely new, sensation-based, leggings.
The strategy
Leggings offer her the power of choice, the ease of comfort and the freedom of self-expression. They entitle her to focus on what is truly important. In this campaign, we will show her that we have a product for every aspect of her life—inspiring her to channel her own energy and be unapologetic in her pursuit to move her way.
A Feel For Every You is a reminder that life wasn’t meant to be one-dimensional. It’s a messy web of sensory overload, constantly fighting to find your footing, and always searching for new ways to move. It’s the exploration of new worlds that you never thought were possible, and the belief that a single experience can turn your world upside down.
The sOlution
Doing a global product launch is no small task. We broke the entire body of work into two categories: Campaign and Product Marketing. The campaign worked to embody the spirit of our internal positioning and showcase brand inspiration through overt sport performance expression, while product marketing became our hardest working tool for product innovation and education through the creation of sensation based worlds.
The body of work spanned across digital, social, retail and OOH channels. Additional work available upon request.
