Creative Execution

Nike Locker Room went live with details of products in sporting ‘huddles’ for easy navigation; a blog; and a special data collection facility gave contextual content: remembering sports preference, products browsed, liked and already own. Next, the pre-order function ended sneaker speculation and saw huge engagement rates, generating powerful peer-to-peer recommendations by democratizing the transparent ability to access new products. For Nike, the system expanded the traffic source and captured consumer preference. Finally, we added mobile-specific features including a wish list, a ‘locker’ to showcase owned products, geolocal find-a-store function, and a calendar to sync product launches and entry reminders.

Nike Locker Room has been a huge success for Nike. Our job was to connect with and recruit true sneaker enthusiasts in Hong Kong, to cut out the sneaker speculators, and allow Nike to, via mobile, place their products directly in the hands of their true target market. We dramatically increased traffic from HK and secured multiple engagements from 40% of participants. This initiative has been applauded by Nike as a huge success for the brand. Most importantly, sneaker speculators are a thing of the past for Nike Hong Kong, ensuring Nike remains the aspirational and inspiring brand we all know it to be. Detailed results include: +74.5% increase in website Page View to 1.3million page views 40% of members pre-ordered more than once 45,700 Locker Room Subscription Members have connected with Facebook (and counting!) 87% increase on unique visitors to Nike.com from Hong Kong, when compared to last year.

Sneakers are hot property in Hong Kong, shoe speculators line up for days to get special Nike products upon release. This meant true Nike brand evangelists missed out and began to question the transparency of how Nike distributed stock. Our job was to connect with and recruit true sneaker enthusiasts in HK, to cut out the speculators, and allow Nike to place their products directly into fans’ hands. Additionally, e-commerce was not to be considered a solution. This HK specific problem couldn’t be solved in Nike’s global platform nike.com. We needed to create a direct line to Nike’s army of HK fans, highly mobile enthusiasts who were out enjoying sporting events. We devised Nike Locker Room, an online space where Nike could brief their team of HK brand fans on what the retail game play would be, and fans could get information on products and initiatives through their mobiles.