This document outlines a marketing campaign for the Nike ACG brand. The objectives are to make ACG seem cooler and more relevant by focusing on 4 adrenaline sports: kayaking, base jumping, bouldering, and trail running. The campaign features 4 key visuals illustrating each sport to portray them as cool entertainment. Retail executions include developing a comic book story with product placement, window displays, and fixtures to provide strong product visibility. An event includes the Nike ACG Trail Cup races in the French Alps. Other executions involve creative inserts in a partnership's catalogs. The overall goal is to make the messaging consistent across a homogeneous EMEA retail market and stand out from competitors through novel campaign and execution approaches
2. Objectives
Bring the Nike ACG brand from credible to cool
Focus on 4 sports : Kayak, Base Jump, bouldering, trail running
Be relevant to the target
Communicate Adrenaline, Fun, energy, speed
Have a strong product visibility
Tell a story
Be different
3. Key Visuals
4 Key visuals
illustrating
each sport
Sports a
shown as a
cool enter-
tainment
4. Key Visuals
4 Key visuals
illustrating
each sport
Sports a
shown as a
cool enter-
tainment
16. recap
Retails executions used all around EMEA making the message
homogeneous
The concept , the treatment, the execution; are very new to this
market and has definitely stand out from the competitors
specially on retail executions
