NIKE
The Task: To identify untapped market opportunities for an established brand, create a new product offering, and develop a dynamic advertising campaign.
As a group, we began by researching Nike’s demographics and current products and decided that Nike has a unique opportunity to expand into accessories and sporting goods, offering customers a comprehensive collection for pickleball, with room for various collaborations, including paddles, bags, balls, and more—all in one place. We chose pickleball as it is booming as one of the fastest-growing sports, and Nike’s entry into this space with innovative gear positions us to lead in a high-demand, trendy market. Embrace the rallying spirit of “If you have a body, you are an athlete” with Nike’s stylish, high-performance gear tailored for every player.
We then had to develop the activation plan for this campaign. This began with a bold statement to generate buzz around this new product. A huge Nike pickleball paddle placed in the middle of the city. People are at first confused, grabbing the attention and camera of every passerby. “Go big or go home” - the foundation of our disruptive marketing strategy.
Continuing on with our activation, we decided to host a launch party, giving attendees the chance to test out the new equipment firsthand. Nike is established on the idea of community, and this party will bring that to life. Beyond the party, Nike would establish a pickleball club to allow people of all ages and backgrounds to gather together and play a sport that they love, from beginners to experienced competitors. By launching this paddle, Nike is leading the way for a new community.
Meet the star of our launch party: a custom pickleball truck, bringing the sweet nostalgia of an old-school ice cream truck—only this time, it's serving up Nike pickleball paddles! It's not just a one-time moment; it's a content goldmine built for ongoing social media engagement and excitement.