Nike On Demand: How a conversation unleashed human potential

Nicole Armstrong and Harry Peacham

Nike, the sportswear brand, created Nike On Demand, to re-engage with young athletes in Germany and compete with its top competitor in the country, adidas.

Campaign details

Brand: NikeClient: Dorinda RossAgency: R/GA London

Executive Summary

Nike has been on a journey to become a service oriented business, dedicated to making better athletes* (* = Nike believes that if you have a body you are an athlete). This ambition is backed with a very real target to become a 50 billion dollar company by 2020.

At the same time, in Germany, Nike was struggling to engage its core audience, the Young & Fast (men and women, 19-24 yo). So we were briefed to make Nike relevant again by motivating this audience...

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