competitive analysis nike air force 1
TRANSCRIPT
COMPETITIVE ANALYSIS: NIKE AIR FORCE 1
HISTORY & DESIGN
HIP HOP & STREET CULTURE IN THE SPOTLIGHT
(The Three Amigos)
WORD OF MOUTH
1982
Moses Malone Takes Regular Season & NBA Finals MVP Honors in Air Force 1
Air Force 1 Becomes First-Ever Retro Sneaker
1984
Original AF1 Created
1983
Air Force 1 Discontinued
1986
HISTORY TIMELINE
1990
AIR FORCE 5 RELEASED
Color of the month, 3 AMIGOS
1984
Linen released
2001
Nelly – AF1 Music Video
2002
25 year anniversary
2007
Color of the month return
20152010
DJ Clark Kent – 5 Boroughs
RERELEASES & KEY MOMENTS
DON’T’ CALL IT A COMEBACK!
THE RESURGENCE
Q1
NIKELAB AF1 MID NIKELAB AF1 LOW
Q1ULTRAFLYKNIT
ULTRAFLYKNIT LOW
Q2
RONALDO’S ULTRA FC
• Inspired by 2012 CR7 AF1
• Released ahead of Euro Championship 2016
Q2
• Released one at a time, overseas before stateside
• AIR Jordan-Inspired
• Equipped with custom box and dust bag
J PACK
FLYKNIT USA FAMILY EDITION
Q3
WOMEN’S HIGH FLAX • Women’s version from men’s flax.
• One of the most sought after AF1’s, now for women
Q3
NIKELAB PRMEIUM COLORWAYS
NIKELAB ROSHE II • Updated version from Roshe 1.
• At select retailers and Nikelab locations
Q3
UNLIMITED GLORY PACK
• Customization of silver & red choices as well, also country codes on shoe as options
Q4
Q4
CITY PACK • Exclusive to each respective city.
• First teased at Complexcon with LA shoe.
Q4
BRYSON TILLER COLLAB
• Bespoke version, not sold to public.
• Tying shoe back to hip hop, its roots.
WHAT’S NEXT?
WHAT DID WE LEARN: EXCLUSIVITY
• The Hunt, making shoe shopping fun• Exclusivity, low supply & high demand (kids want
what they can’t have) • Not flooding market too soon
WHAT DID WE LEARN: ALWAYS ON
WHAT DID WE LEARN: DISTRIBUTION PLAN
EVENTS EXCLUSIVE ACCOUNTS APP SELECT RETAILERS & ECOMMERCE
WHAT DID WE LEARN: TECHNOLOGY & TRADITION
WHAT DID WE LEARN: PAID MEDIA & KEY TACTICS
Media outlets
Making consumers act, putting them on their toes
Collabs
SOCIAL MEDIA
WHAT IF?
HYBRIDSAPPS
KEY EVENT DROPSINFUSING SPORT & LIFESTYLE
INNOVASION
BRINGING SOCCER INTO PICTUREBROADER DISTRIBUTION PLAN
THANK YOU