I’ve worked with Nike for over 7 years on strategic, creative, digital and experiential projects on both a global and US scale. Work includes launching the Nike+ FuelBand across channels, incepting the Swoosh’s City Page strategy, announcing the Nike x NFL partnership in 2012, covering the 2012 Olympics and 2014 World Cup, concepting and activating Air Max Day, launching the Air Max Zero alongside KITH + Daniel Arsham and more. My favorite project, Therma-Sphere, is outlined below.
Challenge: The Therma-Sphere Max product focused around thermal regulation in order to justify a $200+ price point, but most people don’t know what that is.
Insight: Thermal regulation is best demonstrated, not explained. It can also be used as a visual center for the product line.
Creative: Enter the Therma-Sphere
I knew we had to bring the science of how our bodies control heat during exercise to the forefront. This resulted in a unique "Predator Vision" installation that projected influencer guests' heat signatures live onto the wall - creating a shareable photo moment that also demonstrated the efficacy of the products pre- and post-workout. Guests (influencers, editors and select Nike+ members) were ushered into a room to try out the gear for a Nike+ workout, surrounded by thermal projections of glaciers and mountains. Oh, and we froze the room to 32 degrees in the middle of the hot New York City summer.
Results: 100+mm impressions in one weekend. Product sell-through upon launch at e-tail. Press in Bloomberg, Complex, Highsnobiety and more. Winner, 2016 CLIO in Fashion & Beauty category.