Nike Bags
Nike, the worldwide innovator in footwear and athletic gear, also happens to be the third largest supplier of bags in the athletic industry, all with severely limited marketing support. Nike Bags was an initial, internal concept to incorporate the Nike bag portfolio under one comprehensive sub-brand along the lines of Golf, Football or Skate. The design concept was based on the idea of “the correct tool for the job”, where the familiar jack-of-all-trades bag was trumped by specific functions and fashion design trends. The target audience for the spec were style leaders, early adopters, tweens and teenagers extensively connected to their social network via MySpace. Multiple concepts were pitched to senior executives but failed to gain traction due to internal Nike business decisions.
As senior art director I was integral in the concept’s strategic positioning and responsible for all tactical efforts from initial concept to final executive presentation.
Roles
Creative Strategy, Art Direction, Interface & Interaction Design, Information Architecture
@ summit projects
