Adizero launchSpeed as a feeling, not a stopwatch.
The challenge
The Adizero range was launching across homepage, email and social at the same time, with days to deliver and no new shoot.
The thinking
Insight
Most people buying Adizero are not chasing a record. They want to feel fast in the rest of their life.
Strategic choice
Sell the feeling, not the spec sheet.
The idea
Feel fast in all aspects of life, carried by one blue across every placement.
The output
One blue for the whole system. Portraits close, product clean, copy short. Homepage, email and social built as one kit, so the launch looked the same wherever someone met it.
The launch kit
Point of view
Consistency is a strategy. One colour held everywhere does more than ten good ideas used once.
The impact
Next · NikeA launch that read as one idea across every touchpoint, delivered without a shoot.
Draft note, hidden on the live site. Add a result here when you have it:
- Email and homepage click-through
- Launch week sales versus forecast