The Objective: Create a brand identity for Nike’s digital and in-store 1-1 services.
The Insight: Services provide a relationship to the brand that products alone can’t.
The Strategy: Nike’s 1-1 services give you more than products - they’re your trusted source of sports knowledge.
The Execution: Nike Experts
A good name will DTR (define the relationship). And defining the relationship requires defining boundaries and expectations.
We landed on Nike Experts. Sometimes the most obvious choice is also the best choice.
Nike Experts serve athletes appropriately based on why they’re there and what they channel allows them to do. But the takeaway should be the same - athletes coming to a Nike Expert should feel like they received advice and guidance from an expert.
The Tone of Voice
We needed to go from…