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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market United States
Agency MKTG
Creative Director John Demas
Released November 2010

Credits & Description

Category: Durable Goods
Advertiser: NIKE
Product/Service: SPORTS APPAREL
Agency: MKTG
Date of First Appearance: Nov 26 2010
Entrant Company: MKTG, New York, USA
Creative Director: John Demas (MKTG)
Group Account Director: Nick Perna (MKTG)
Account Executive: Adam Schiff (MKTG)
Production Director: Derek Cummings (MKTG)
Production Manager: Steven Sato (MKTG)
Media placement: Pop-Up Retail - 4 Locations - University Of Pittsburgh, PA; Ohio State University, OH; Oregon State University - 26 November 2010

Describe the objective of the promotion.
The ProCombat Rivalry Tour hit the road to drive enthusiasm for the new ProCombat uniforms at key college football rivalry games. Our goals were to:

1. Establish Pro Combat integration into the football uniform.
2. Continue momentum behind NIKE football.
3. Make a statement for the brand – leverage the ‘Boom’ moment.
4. Create a commercial moment in a unique setting and make it fun.
5. Create awareness and drive enthusiasm for all of the NIKE ProCombat uniforms with a specific focus on University of Pittsburgh, Ohio State University and Oregon State University.

Describe how the promotion developed from concept to implementation.
Our mantra, much like that of college football teams and their fans, was go big or go home. NIKE needed to make a statement that they were here for the players and fans.

We created 20’ shipping containers which were specially designed and fabricated to create a unique apparel customisation experience for fans to connect to NIKE, and with the energy of their rivalry moment.

We also gave fans a chance to sit behind our Sports Desk and narrate their favourite highlights, filmed them, and made it easy to post their footage to their social media network.

Explain why the method of promotion was most relevant to the product or service.
College-aged students and sports have at least one thing in common: they thrive and feed off the energy of specific moments. We built on that energy and gave something of value to commemorate it. We let the entire experience be about a unique and meaningful sports moment for the schools – not about selling stuff to students (yes, we sold an incredible amount of NIKE apparel too).

By letting the experience be about the college rivalry, we positioned NIKE as an authentic brand that “gets” college football. NIKE wants to equip the athletes in the highest performing, best looking uniforms, and give the fans the coolest custom gear.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 100,000 live impressions and hundreds of thousands more through social media – both through consumers and bloggers – made Rivalry one of NIKE’s most successful tours. Though we cannot disclose sales numbers due to an agreement with NIKE, we can say there were thousands of logos produced and posters distributed as commemorative takeaways. Hundreds of fan videos were created. Fans were most impressed with the technology we utilised and the incredible fact that NIKE cared to do something just for this moment. NIKE knows sports, NIKE knows apparel – and NIKE knows the college fans.