NBY x Air Max Tournament
The Campaign: We partnered with 8 Nike NFL Athletes to design their own Air Max shoe. During Super Bowl week, Nike Members voted for their favorite Nike NFL Athlete design through a bracket to crown a champion. Members were able to customize their own NBY footwear on nike.com and on the ground in Las Vegas, driving O2O connectivity.
My Role: Led the campaign from ideation to execution. Wrote the brief using consumer insights to drive key business outcomes. Worked with Sports Marketing reps to secure partnerships with 8 NFL Athletes, and partnered with the NBY team to host Zoom design sessions for each Athlete. Built the SB58 journey across the full Nike ecosystem (dotcom, email, app, social, and paid media).
Drove the strategy for daily comms across Sport and Lifestyle to keep consumers engaged during the two week Super Bowl moment. Seeded Air Max Footwear and Lifestyle Apparel to NFL Athletes to capture their “Tunnel Walk” looks during the NFL season, and used the content in the lead up to Super Bowl as inspo for our Nike Members.
NFL Tunnel Walk x Air Max
Elevated the moment and the Super Bowl 58 Champions on all Nike owned channels, including a Dotcom Homepage takeover, email + app pushes, and social posts.
