How can Nike disrupt the athleisure segment?

We started from two very clear insights. First, consumers wanted more premium sportswear apparel and would be willing to go to luxury brands to get it. Second, they wanted something not only designed with a fashion aesthetic but also demanded functional utility.

So in order to come to market with a high price point, fashion forward, and visibly technical offering we had to approach marketing differently.

We treated a casual hoodie with the care of an industrial innovation.

We focused on simple benefit messaging.

We leveraged our top athletes and their aspirational lifestyles.

This allowed us to have instant credibility and authenticate the product without the fashion runway relevance of our competitors. We were editorial minus the editors.

150

Units sold globally in first four weeks

54

Of the entire Nike sportswear apparel assortment after just one year

24

Months after launch competitor brands began to mimic the product design and the marketing approach