Nike Tennis approached us to help it change the game. Again.
With a market share of 50%, Nike is definitely not the underdog in the game of tennis. But things are not as they used to be. Tennis has a special place in Nike’s history. Mac put it on the pop-culture map and Andre reinvented the sport with his play and neon rebellion. But in the 2000s, a variety of factors led to the game being drained of its personality and passion. The broad appeal faded into a niche sport category. It was time to reinfuse Nike’s perspective on the game back into tennis.
To kickstart the sport and category, we crafted the “Irreverence Re-Justified” strategy. All creative tapped into what made Nike great in the first place, showcasing the intensity, speed and power of today’s game with a dash of irreverent spirit. We launched ad campaigns, retail and onsite activation, social media initiatives and product graphics that chased the game around the globe. 365 days a year, hopping continents through all four Grand Slams. Our conspirators . . . Roger, Rafa, Maria and Serena . . . armed with elite products like the Nike Air Lunar Vapor and the Court Ballistic.
Roger’s Wimbledon Lunar Vapor special edition was sold within less than 24 hours of its release. Demand for brand campaign-related apparel products were so high that Nike Tennis introduced campaign-related merchandise into all global NikeTowns. The number of Facebook fans skyrocketed from 0 to 100,000 within three weeks of Nike Tennis’ Facebook introduction and now sits at 1.3 million.