NIKEID REBRAND
GLOBAL REPOSITIONING
When NIKEiD launched in 1999, it revolutionised customisation by bringing it to the masses. However, in the intervening years the landscape changed significantly. It was clear that NIKEiD needed to evolve. I was given the task of reimagining NIKEiD and helping to put it at the forefront once again.
I started by repositioning NIKEiD as a service that lives across the entire Nike ecosystem, rather just another sub-category like sportswear or basketball. I then came up with innovative new product ideas to get consumers excited again, before finally shaping a fresh new creative direction to set a benchmark for competitors to follow.
my first shoe
A major problem NIKEiD faced was that most consumers did not consider using their service around key gifting occasions, so I came up a number of new product ideas and in-store innovations – including a memento shoe box that marks a baby's very first pair of shoes.
CROSS-CATEGORY ROLL-OUT
The new NIKEiD strap line I came up with was evolved to work for multiple executions and multiple products, across multiple categories.
BRAND BOOK
To form the basis of NIKEiD for the next decade, I put together a brand book – presented to every Nike senior stakeholder – which set out NIKEiD’s goal of re-revolutionising customisation.
strap line
There was a lot of consumer confusion about the purpose of NIKEiD so I came up with a new strap line that educated without losing the inspirational element:
DESIGNED BY YOU. MADE BY NIKE.
CREDITS
CLIENT: NIKEiD | CREATIVE AGENCY: AKQA | MY ROLE: CREATIVE LEAD