Nike Cross Training
Nike has long been an innovator in the athletic apparel industry and has launched new categories in fitness repeatedly. Cross-training was a platform they introduced and dominated with “Bo Knows” but when you are king of the mountain, everybody is looking to knock you from that top spot.
Nike enlisted team NEMO out of Portland to help solidify their category leading market position. NEMO skipped the warm up and immediately began doing audience insights in order to center the creative on the athlete’s ultimate payoff, breaking through to win! The “BOOM” campaign took that creative hook and broke through the industry clutter to help Nike generate more than 1.3 billion in their North America Tier 1 stores, 130% growth in Japan, and establish the fastest growing category in China.