Key features:

• 1,000% uplift in sales of
  t-shirts during first month
• Installed over 1 night – no store hours lost
• Worked with VM team on complementary product displays
• Referenced Hayward Field track where Nike founders first met

May 2009 saw the relaunch of the Nike logo t-shirt. We were tasked with creating and delivering the UK-wide retail campaign for launch.

We took the approaching summer and the importance of the logo t-shirt in Nike history as inspiration for the campaign.

Using noting but the actual t-shirts, we recreated giant landscapes that represented the historic Hayward Field running track where Nike founders Bill Bowerman and Steve Prefontaine first met – also the home of the famous Oregon Ducks track and field team. 

To help realise the concept, we worked with a team of fabric artists led by Sarah May. To produce campaign imagery for smaller stores, we built trial versions of the landscapes in advance and employed John Ross to photograph them.

The campaign appealed to sports and Nike fans because they appreciated all of the references to key moments in Nike history. Other consumers just loved it for its bright, summery colours and innovative, artistic idea.

The first month saw an increase in t-shirt sales of over 1000%.