September 2021 - R/GA
Bill Bowerman said, "If you have a body, you're an athlete", but is every body truly represented by the Nike brand?
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The ask:
Create a pilot digital solution that brings Nike to the individual woman—her styles, her values, and her community, in the Nike Unite store in the diverse community of Watertown, Massachusetts.
The problem:
Gen Z women are not exploring in and engaging with Nike Unite retail stores.
The truth:
It doesn't feel easy to explore when mannequins and athletes featured in displays feel out of reach; they should feel real, local, and relatable.
The strategy:
Connect the women in store to the women of the digital and physical communities that surround them.
Capabilities: Qualitative customer research, persona mapping, customer journey mapping.
THE IDEA:
Nike For Every Body - Snapchat AR technology to reimagine store mannequins as dynamic digital models, to show how real women—with real bodies—wear and move in Nike apparel.
The outcome:
Average time spent with lens, approx 2 mins (10x the Snap lens average), 43% increase in Gen Z women memberships, 20% increase in Nike Members' transactions.
The awards:
Clios - People's Voice Winner: Advertising, Media & PR AR, June 2022; Clios - Bronze: Fashion & Beauty Marketing, June 2022; The Webby Awards - People's Voice Winner, Advertising, Media & PR, Augmented Reality, 2022; The Webby Awards - Honoree, Advertising, Media & PR, Installation or Experience, 2022.
