LEVERAGE THAT EQUITY, SON
NIKE 6.0 Summer 2008 Print Campaign
Nemo and Nike: After four years and eight campaigns of Nike 6.0, the House of Swoosh told us it was time to grow up. Luckily, they meant 6.0, and not us. (Some things aren’t possible) Tasked with maturing the multi-action sport brand to reach an older audience, we pulled out our leverage and hit that equity, retooling the entire brand. First, we cashed some reality checks. The fantastic elements of action sports were traded for the radically real. Instead of shooting “Wow it’s so cool!” pics of magnificent flying leaps, we caught the everyday rad. Beat up shoes, funky peoples, and cool action shots framed in more common locales brought 6.0 down to earth. Rough design elements like wood, cement and paint splashes brought in the grit. Drawings by Adam Haynes showed a beat up, worn down universe of nicked up gear and cracked pavement. This was the real side of action sports, part of the hard world our older target market was navigating. Once our feel was locked, we pulled in talent to rock it. From our rich and far-flung network, Nemo tapped over 23 print creatives to bang-up layouts. This multiplicity of takes, splashed with trademark Pantone 811, blended lots of looks into one strong vision. Peppered through 15 action sports mags (4 Surf, 2 Snow, 3 BMX, 3 Wake, 1 SKI, 1 Moto and 1 Freeride), it made l’il Nike 6.0 all grown up. Awww…
