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Nike
The blueprint.
Task: Create a social media & billboard campaign to celebrate the careers of Lebron, Serena & Cr7
Nike has long shaped the intersection of sport and culture — not by selling gear, but by turning athletes into icons. This concept, titled Greatness Has a Blueprint, honors that legacy. A moody palette marks the end of an era, while the signatures of legendary athletes are embedded into the Swoosh itself — a visual metaphor for how deeply they’ve shaped the brand. The campaign video follows Nike’s cinematic tradition, blending emotion and ambition, and closes with a final call to the next generation: They did it. Now you do it.
Phase 2
The Victory Lap
Idea: Help Nike turn this social media moment into a cultural movement.
Introducing The Victory Lap — a worldwide meet & greet and concert series. Kicking off with a celebration of three legendary athletes, it can evolve into an annual summer tradition honoring Nike’s champions. Each stop becomes a cultural event, blending sport, music, and community. Iconic products can be re-released, and new drops launched, turning nostalgia into demand. By bringing athletes and artists together in major cities, Nike delivers immersive brand experiences that deepen emotional connection, drive hype, and generates sales.
Strategy
Bringing the ideas to life
Question: How do I ensure success of this campaign?
To execute Phase 1, I’d launch the hero video across YouTube, Instagram, TikTok, and Twitter/X, backed by paid media targeting Nike’s core audience segments. Billboard placements in key global cities would build visual presence, while influencer and athlete seeding kits featuring signed Swooshes would generate organic buzz. A global hashtag challenge, #TheBlueprint, would invite young Nike athletes to recreate iconic brand moments, amplified by targeted emails and Nike App push notifications to drive deeper engagement.
In Phase 2, I’d activate The Victory Lap as a global tour, starting with press previews and influencer coverage to build anticipation. Each city stop would span two days — the first for free meet & greets, the second for a ticketed concert — with exclusive product drops available on both. Geo-targeted ads, Nike App AR unlocks, and email reminders would drive attendance and sales. Captured content from each stop would fuel ongoing social traction, while local athlete and creator involvement ensures regional relevance and authenticity.
Phase 3 centers on tracking and optimization. I’d monitor hashtag usage, social engagement, video metrics, app installs, and on-site merch sales in real time. Regional product performance and post-event sentiment surveys would help evaluate both emotional impact and commercial effectiveness, feeding insights into Nike’s broader campaign strategy and future activations.
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