Nike weren’t connecting with European women. The ‘faster, better, beat-the-others-at-all-costs’ tone of the advertising, events, and social from the US just wasn’t resonating. So, Nike challenged us to shift their creative and strategic focus to make them the go-to workout buddy.
Our research – as part of our Brand Defining Ideas process – found that women in Europe get motivated by companionship. Not competitiveness. They train better together – with friends, they can go further, faster, harder. They just need a plus one.
The Nike Plus One Brand Defining Idea encouraged Nike to stop talking to the individual and instead focus on the crew. Defining a new attitude, aesthetic, and behaviour when connecting with women across Europe.
This first expression of the Nike Plus One idea was our summer campaign for the LunarGlide 6 that targeted groups of women to create runs and design shoes together that were based on their holiday destinations.
Our “Run Summer” campaign continued the theme, encouraging women to buddy up to achieve shared fitness goals over the summer months.
Collating fitness data from Nike apps to collectively move their way up regional leaderboards, working together as crews.
Since the repositioning, the Nike Training Club focuses on collaboration and community, and Nike apparel pushes the social shopping experience. From their apps to their events to their store, Nike Women have become driven by companionship.
The Nike Plus One activity contributed to a 36% increase in Nike Europe’s year on year sales, and Nike Plus One still lives on across Europe having helped Nike Women’s footwear to its best summer sales to date.