Nike Brand has long emphasized the importance of providing more than athletic gear to the consumer; their goal is to create a personal service platform for each user. As a step along this ongoing journey, Nike Basketball needed to grow its community and speak to its members in a language that they would understand. To this end, we leveraged the personal tone of street basketball to shape our communications and offered a prize that no true basketball fan could pass up: an opportunity to show off their skills on the court at the World Basketball Festival in Barcelona. For the chance to win, consumers had to connect with Nike via social, joining the Nike Basketball network and opening themselves up to the further benefits of membership.

The Genealogy of Innovation highlights Nike’s revolutionary approach to product creation and provides consumers with a historical perspective on Nike’s ever-evolving footwear innovation. Curated posts on social channels were used to drive users to the interactive experience where they could explore nine paths of Nike innovation and the shoes that were created along the way. We worked closely with Nike to define how the content and overall experience could be presented across desktop and mobile. We also designed the experience and user journey, which included functionality to buy the latest football boots on Nike.com.

In a one-month period, users averaged 4.99 minutes navigating the experience with an average of 26 shoe views per session. The data also included 8,134 clicks to read more, 804 clicks directed to Nike.com and 538 clicks to “Shop Now.” A total of 624 social posts were shared, comprised of 47.6% permalink shares, 31.09% Twitter posts and 21.31% Facebook posts. Out of 37 countries, the GOI reached 320,424 page views with 12,864 visits – 11,473 of those visits came from unique visitors spending an average of 5.32 minutes on the site. Of these unique visitors, Nike.com accumulated 317,864 product views.