Nike: Take on TJ

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit Nike.com for their annual "Gear Up Day" that equips people for the upcoming season.

Nike: Take on TJ

Marketing Challenge: How can we motivate teen athletes to anticipate the upcoming athletic season and visit Nike.com on "Gear Up Day".

Methodology:

Social Listening

Google search trend analysis

One-on-one interviews

Creative: "Take on TJ" rolled across multiple social platforms including Twitter, Facebook, Instagram and YouTube leveraging athletes and influencers along the way. It included an experiential event and tapped into multiple parts of the Nike ecosystem including the app and customer service.

Business Impact: Increased social engagement and successful repositioning of Nike's Back To School approach.

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