Nike Brand Platform

Nike, for R/GA

Nike's international retail success has been based, in large part, on the exceptional level of creative freedom enjoyed by regional brand managers to tailor their marketing message to local disposition. The downside of this (and a legacy of one-off Flash sites) was two-part: each region required site redesign costs with each season, and different formatting choices made it unfeasible for these different regions to share content.

Tentosix worked with Nike and R/GA to develop an architecture and design schematic flexible enough to support regional localization, but still afford all stakeholders - from individual product managers to entire agencies - access to exponentially more content.

The back-end structure employed a powerful content management tool to enable Nike advocates and employees to focus their efforts (and budgets) on creating a continuous stream of content. This content - reinforcing the message of commitment and training - offered users a minute-by-minute value, and maintained peak interest in the site. The linchpin in this equation was a tiny interactive element known as the 'plus.'

Consistently located at the bottom-right of each piece of content, the plus was designed to allow instant access to sharing, saving, commenting, and shopping against its content's attributes; a training video of LeBron James could be downloaded to multiple devices, emailed to a friend, saved to Facebook, or more - and each Nike product in the video was just a click away from purchase.

The new Nike Brand Platform was just that - not so much a site design or third-party software integration, it was a custom-built platform that increased site stickiness, empowered both customers and employees, and realigned Nike's online strategy, creating massive marketing cost savings in the process.

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