Project - Nike SB Creative Brief PDF

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Creative Brief Project for COMM 353: Advertising Creative Strategy and Execution I with Professor Robert Meeds Ph.D. at California State University, Fullerton for the Spring 2019 semester during the 2018/2019 school year....

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Zielke, Dang 1

Zen Zielke Nathan Dang Professor Meeds COMM- 353 9 May 2019

Nike SB Creative Brief

Zielke, Dang 2

Background Nike SB is the subdivision of Nike dedicated to skateboarding. Having been created back in 1997, the brand was originally not stocked in skateboarding shops as the brand was not “core” enough. Shops had favored other original brands such as DC, Vans, and Emerica. In 2002, Nike released their signature “low dunk” model which quickly became popular. Two years later in 2004, Nike signed Pro Skater Paul Rodriguez to the company which brought Nike to the skate masses. Over the last several years, Nike has signed some of the biggest names in skateboarding cementing them as one of the new skate powerhouses. Key Facts Nike has been known for their dominance of practically every sport and industry that they are a part of. While many other skate companies come and leave, Nike has been built up into the mainstream and has propelled Nike SB into the knowledge of every skater. Nike has been making skate shoes for over 20 years and has supported the skate community in ways that a lot of other companies simply can’t. Consumer Barriers The main hesitation presented with potential consumers comes down to either the pricing of their shoes or the fact that they are a giant company that doesn’t relate to “core” skateboarding. While they do vary in prices, the signature Nike SB shoes float around the $100 mark. The fact that an already establish company which was built up without the idea of skateboarding has taken over an industry defined by freedom, creative, and rebellion is another barrier presented. Creative Objective Nike SB and the entire line of Nike SB shoes and apparel should be marketed both in its relation to core skateboarding as well as innovation in shoe technology and creativity. There should be a throwback element that also combines with the fun and free sense of creativity that comes along with the products. Approach and Tone Creative, Freedom, Exciting, Artistic, Ambitious, and Rebellious. Key Consumer Insight In order for Nike SB to attract their target audience and demographic, they must appeal to skaters themselves and celebrate the elements that make them skateboarders. This campaign will be a nod to the innovative skaters from the beginning, as well as the new creative generation in the way that they use skateboarding to express themselves. Target Audience The target audience for Nike SB is defined simply as skaters, but can tie in slightly to the world of fashion as Nike SB shoes have managed to make their way into the stylistic fashion world with their different textures, materials, and color ways. These are teenagers and young adults.

Nike SB Creative Brief

Zielke, Dang 3

Mandatories Social media presence to target potential consumers, 90’s and early 00’s graphic to draw from nostalgic feelings, and coupling new shoe color ways and textures within the advertisements. The multiple dimensions of the advertisements will be as follow: 1,000px by 1,000px, 425px by 236px, 800px by 1024px, and 2000px by 1331px.

Nike SB Creative Brief...