Nike

Summary

A fully through-the-line integrated campaign was created by The Jupiter Drawing Room to promote Nike's new range of 'Designed for Movement' apparel.

Background

The DFM range is designed to provide athletes with absolute freedom of movement. It also has a very urban, street-wise look. More and more it seems that sporting apparel and street fashion are overlapping, especially in youth markets.

Approach

We therefore felt utilising athletes as break-dancers was the perfect way to demonstrate the DFM apparel for two reasons:

1. Break-dancers. They are the ultimate urban athletes. Not only are they just as fit and agile as specialist sports people, they are also highly respected in terms of their street cred and their ability to wow crowds.

2. Break-dancers provided us with an extreme example of how DFM apparel frees the wearer to move in the most outrageous way. Break-dancers are fascinating to watch. Their highly animated, fluid movements perfectly mirror DFM apparel’s ability to stretch with the body.

When we saw the way they these people moved we realised we had to harness more than just static print, poster and POS media. So it was decided to take the idea through to electronic media as well, where it really came to life because audiences were able to see the products in motion.

Elements Produced

Direct email
2 Downloads
In-store elements (window decal, floor decals and clothing strip, swing tags, outdoor billboard)
Magazine – 3 dps ads
Banner ad

Results