The Nike One Tight
Taking back market share in a key item.
Problem: Nike were inconsistent in how we show up to consumers across our tights and bottoms business. Losing market share and relevance for her.
Insight : She wants a tight she can use throughout her day.
Opportunity : Create her new favorite.
Solution : Through partnership with our product, merchandising and sales teams we built a company leading product, “The Nike One Tight”. By obsessing a product we love we drove consumers to adopt a new favorite. Even the name made it an easy choice. We then focused on that single item for 1 full year, across the entire brand. We still offered novelty & newness across the board but ensured we were able to provide consistency to retail partners and consumers.
Result : We were able to reduce SKUs by 28%, increasing revenue by 6% In turn increasing productivity by 34%.
From a consumer standpoint, we weren’t showing up in a cohesive manner and were trying to offer to much variety in style but not in color or novelty which is where the market had trended. Going online you would be presented with over 120 styles of tights.
To refocus our efforts we started with consumers across key cities to find out exactly what they want, how they want to learn about it and even build out our messaging hierarchy,
They told us loud and clear they needed versatility first and foremost with performance attributes for the gym and pockets for well, life.
We then also ensured we led the work with simple to understand messaging and copy, focused on why consumers were telling us they loved the new offering.
From a marketing stand point we then focused on the multiple channels she uses to discover and validate her favorite products. This meant creating journeys across IG, youtube, partner wholesale accounts, direct channels, athletes, trainers and influencers.
Finally we said that was the only tight we would be focused on for 2 years. Being declarative helped us drive a 100m revenue within 12 months with our geos as they knew this would be a product they could count on season in season out.
