Nike | My Time is Now
SCOPE
Performance and celebration combine to unify a nation.
BRAND
For the first time in history, both the women’s and men’s U.S. Soccer teams donned the same uniforms. It was a historic occasion Nike wanted to celebrate. It turned to OTTO to create a visual concept for its retail partners.
POSITIONING
A key element Nike wanted to showcase was the industry-leading technology woven into the uniforms, which were made from 100% recycled material, and to highlight Nike’s “laser-cooled technology” used in the design of the jerseys.
STRATEGY
- Brand Positioning
- Tagline
- Narrative & Messaging
- Retail Experience Mapping and Analysis
- Concept Development
DESIGN
- Image Research and Creation
- CGI
- Logos & Visual Systems
ACTIVATION
- Graphic System
- Usage Guidelines
- Branded Environment
- Retail Experience VC
- Marketing Support—Digital and Print
Whether in a performance or a celebration moment, these soccer legends help to create an iconic moment of unity signifying the first time that both the men’s woman’s U.S. Soccer teams are wearing the same uniforms.
Laser-Cooled Perfection: Nike U.S. Soccer jerseys are 100% recycled and still breathing. Originally conceived as a tool for explaining laser-cooled technology, light became a theme that highlights the game experience as well as Nike’s technological benefits.
Dramatic and Flexible: Depending on factors such as budget, square footage and benefit focus, OTTO created a flexible, branded system for a variety of Nike retail partners.
S, M, L, XL: OTTO created a system for Nike that doesn’t sacrifice impact for budget. From a fully illuminated exhibit, to a U.S. Soccer team autographed jersey display, any store can achieve the same dramatic impact no matter their square footage or budget.
Challenge
For the first time in history, both the Women’s and Men’s U.S. Soccer teams donned the same uniforms. It was a historic occasion Nike wanted to celebrate. It turned to OTTO to create a visual concept for its retail partners.
Strategy
The visual theme OTTO created was based on two emotions: performance and celebration. We selected three athletes from each team, with each member from either team playing in the same position. Choosing images that captured moments of pure emotion, we paired images of star athletes Alex Morgan and Clint Dempsey, Abby Wambach and Landon Donovan, and Hope Solo and Tim Howard to create unifying moments of performance and celebration.
Another key element Nike wanted to showcase was the industry-leading technology woven into the uniforms, which were made from 100% recycled material. To highlight Nike’s “laser-cooled technology” used in the design of the jerseys, we collaborated with HappyFinish, the creative production company, to produce images of the soccer stars incorporating dynamic light beams.
Use of light was also a key component of the display system. Echoing the lasers’ effect in the imagery, we designed a light system that radiates from the product to highlight Nike’s innovative cooling technology and help to draw in visitors from a distance.
Outcome
With the overarching concept of unity in place, OTTO helped Nike to develop a flexible system to energize any size of space. We took a toolbox approach that allows the system to scale to any size or shape – from grand room to small display area.
The outcome was a high-impact brand experience that highlighted key features of Nike’s innovative technology and unified two U.S. soccer terms.
