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.
How can Nike disrupt the athleisure segment?
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 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