Nike Lacrosse - Unleash Your Sixth Sense
Advertising
Marketing Strategy
Content Marketing
Project Description
Nike Lacrosse We tapped current lacrosse players and coaches across the country to help uncover a unique strategic insight: cutting-edge performance cleats enable athletes to Unleash a Sixth Sense. Challenge and Objective Nike is a giant in the world of athletic footwear – enjoying either the largest share of market or share of mind across most of the categories in which it competes. However, when it came to Lacrosse, Nike had very little presence and cachet. They did not make footwear specifically for the lacrosse market and at best, adapted shoes designed for another grass sport. Not surprisingly, the lacrosse community felt undervalued by the Nike brand, and in turn, did not consider Nike a brand for them. Not content to stay on the sidelines, Nike developed a lacrosse-specific cleat – the Huarache 6 -– the most technically advanced lacrosse cleat ever created that delivered exceptional traction. Because of the capital investment Nike had made, there were limited resources remaining to allocate for marketing. The task for Highdive was to develop communications to launch this shoe and make Nike as dominant in lacrosse as it was for other sports. We had to deliver highly effective communications that would be disruptive and compelling in the market, and do so within the confines of a very tight budget. Strategy We immersed ourselves in the game of lacrosse. We talked with players – from those just starting to play the game at the youth level, to those on high school and college teams, and even to those adults playing in amateur leagues. A common theme emerged that reflected a state of intuitive awareness cultivated by lacrosse players as their skills develop. Whether it is running reps until you have dreams of carving up defenses, having eyes on the back of your head to dodge out of a trailing stick check, forging a non-verbal, ESP-style bond to feed a teammate a no-look assist, or faking low and going top-cheddar, to make an all-American goalie look like a rookie – you have a sixth sense. This insight was the catalyst that drove our campaign idea: Elevate your game by unleashing your sixth sense. Creative “Unleash Your Sixth Sense” for Nike lacrosse was an integrated campaign executed in broadcast and print advertising. The video debuted following the NCAA Lacrosse Championships and also ran on TV during throughout the year. In addition to consumer-facing advertising, we developed the visual center for the Huarache 6 shoe, designing the look, feel and graphic standards for in-store merchandising and sponsorship venues. Performance The “Unleash Your Sixth Sense” campaign had an immediate and significant impact, positively reversing Nike’s fortunes in the Lacrosse category: Market share grew 10% and is now over 50% of the category, making Nike the lacrosse category leader. Engagement with the brand via digital and social platforms broke all previous performance records. Importantly, Nike has cemented its place as a legitimate Lacrosse brand by players and coaches alike and is now considered the innovation leader in the category. We are proud to say that the client has credited this transformation to the idea and execution of the “Unleash Your Sixth Sense” campaign.Client
NikeTags
nike
lacrosse
highdive advertising
sports
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