Nike Western Europe
How do you serve the Western Europe football-obsessed consumer leading up to World Cup?
/Risk Everything
As head of Nike’s Retail Brand Marketing efforts in Western Europe, I was part of a Geo-wide effort to elevate the marketplace in prep for the 2014 World Cup.
Our goal was to set the stage to apply Nike and Wieden+Kennedy’s iconic global football brand campaigns throughout the marketplace, starting with the RISK EVERYTHING campaign.
As part of this effort, we identified 100 account doors across fifteen countries and 10 key cities to create ‘Temples of Fearless Brilliance.”
Each retail destination had to meet a set of strategic criteria to be eligible and ultimately support three distinct experiences to serve every aspect of his football life. HIS GAME / football innovation HIS LIFE / football culture HIS DREAM / match day innovations & fan gear.
I led an integrated team effort to elevate retail concepts across channels, driving the brand's capacity to serve football-obsessed consumers throughout the marketplace, including Niketowns.
