SUFA21 RECAP
NIKE MEXICO
It is amazing to see the how sport can create a platform for positive change, how sport creates community, how sport inspires, how sport changes youth in order for them to change the world.
This season, it was our time to Play New, to make things different with:
Play New Mexico
HAZ ALGO NUEVO
In SUFA21, we continued our commitment with her by creating a platform for Mexican female creative talent to help us tell our stories, both in front and behind the camera. We created an all-female Empowered Creative Network, and elevated up-and-coming female talents to tell the stories of female athletes who represent the NEW VOICES of sports in Mexico.
Nike App Launch Mexico
With one of the youngest and most digitally savvy populations in the world, we knew Nike App would change the game for how we connect with, listen to, and serve Mexican Athletes. And we were right.
Move to Zero + Club Kits
This season marked a watershed for us since Move to Zero allowed us to keep thinking about the way we do our work internally and how we communicate our sustainability commitment with local consumers.
The first chapter of our always-on MTZ journey took place in April, when we not only celebrated Earth Month through Talking Trash and internal activities for Employees, but we also summoned Members to join an educational digital experience around how to lead a more sustainable life.
Be True
We created a journey that helped us to strengthen our relationship with the LGBTQ+ Community, that we are being building throughout the years, empowering athletes, educating our allies and giving back to the community.
This season we continued with this commitment by inspiring the new generation of LGBTQ+ athletes through power sport, inspiring stories and different activations.
Use the arrows to navigate the initiatives
This season marked a watershed for us since Move to Zero allowed us to keep thinking about the way we do our work internally and how we communicate our sustainability commitment with local consumers.
The first chapter of our always-on MTZ journey took place in April, when we not only celebrated Earth Month through Talking Trash and internal activities for Employees, but we also summoned Members to join an educational digital experience around how to lead a more sustainable life.
Download Full Recap
Use the arrows to navigate the initiatives
We created a journey that helped us to strengthen our relationship with the LGBTQ+ Community, that we are being building throughout the years, empowering athletes, educating our allies and giving back to the community.
This season we continued with this commitment by inspiring the new generation of LGBTQ+ athletes through power sport, inspiring stories and different activations.
Download Full Recap
Member Days
Member Days is key for us to start a valuable relationship with our new members.
Due to the energy generated by the Nike App launch, we managed to onboard 100k new members from which 57% of them had a “meaningful action with us”; 7% made their first purchase in Member Days and 81% became contactable.
In our NSP and NFS doors we invited our members to download the Nike App and participate in a “Member Draw” where we rewarded instantly our members with different prices with very positive outcome: More than 3,900 members participating in just 5 days!
Member Days
Use the arrows to navigate the initiatives
Member Days is key for us to start a valuable relationship with our new members.
Download Full Recap
Rawdacious
Use the arrows to navigate the initiatives
The Olympics have always brought joy and passion for sport across the world. Having that said, we had to capitalize on that sentiment in order to inspire consumers to take their first runs, first miles, first trails or first marathon for the crazy ones.
Download Full Recap
Space Jam
Use the arrows to navigate the initiatives
We didn’t lose the opportunity to leverage the global energy around the movie to serve consumers across the marketplace with this expected collaboration, through which we were able to energize the game and the culture of basketball.
Download Full Recap
Rawdacious
The Olympics have always brought joy and passion for sport across the world. Having that said, we had to capitalize on that sentiment in order to inspire consumers to take their first runs, first miles, first trails or first marathon for the crazy ones.
We leveraged the Best Day amplification momentum and elevated the story of Pablo Gil, a Mexican long-distance runner, with the one purpose of inspiring people to join his User Generated Challenge #HazAlgoNuevo on the NRC App. Pablo motivated 1.5K runners* to join his challenge, reaching a 85% participation rate.
Pablo dreams of a world where we can all experience his motto “Maldita Felicidad”, described as that mix between effort and joy while running a marathon. He set a challenge where he invited us all to run a marathon in the course of two weeks, resulting in +42,000 kilometers accumulated!
Space Jam
We didn’t lose the opportunity to leverage the global energy around the movie to serve consumers across the marketplace with this expected collaboration, through which we were able to energize the game and the culture of basketball.
KEY LEARNINGS
- Our consumer lives in mobile, having a main digital outlet like it is our Nike App, will allow us to keep developing our strategies leading with digital.
- Local heroes’ stories have amazing impact in our consumers. The consumer wants to see her/himself in what we produce as a brand, it is important to keep creating original content.
- Local creative partnerships create better connections in our brand messages for consumers. It is key to walk the walk, while we elevate local stories, we must do it with local talent.
- Sustainability it’s an opportunity and also a commitment. We have to keep educating around the relevance of this internally and externally. This is the first step, for the rest of our life.
- Consumer behaviour shifted at retail, we have find out new ways to serve them. Changing services, experiences and creating new and tactfulness ways to interact with consumers/members.
- VMS as the key seasonal player; storytelling our collection and innovation messages thru love at first sight and maintaining spaces updates to provide freshness and help doors to sell products. With some product arrival delays VMS stood up to make the stores feel completed.
- Be more strategic on the stories that we amplify on our digital ecosystem.
- Consumers are eager for IRL experiences.
