ORENDALET’S GET THE FRESHMAN ON VARSITY IN NIKE.

STRATEGYOUR

IN A PHYSICALLY GLORIFYING & STAR-STUDDED SPORT, WOMEN AREN’T ABLE TO LIVE UP TO THE HYPE THAT MEN’S BASKETBALL CREATES. BECAUSE OF THIS, PEOPLE BELIEVE THAT:

PROBLEM

GIRLS CAN’T PLAY BALL.

UGH. NO.CAN YOU NOT?

UGH. NO.INSIGHTSSHOW THATIT’S HARDER TO GET INTO THE NCAA THAN IT IS TO BE ACCEPTED INTO AN IVY LEAGUE SCHOOL.

Harvard | NCAA

CHANCES ARE:

YOU COULD GET INTO HARVARD

YOU GET INTO COLLEGE BASKETBALL.

BEFORE

5.8% 3.3%

AND EVEN AFTER THEY MAKE IT, THEY’RE CRITICIZED.

Comments from a New York Times post

EVERYONE’S TELLING YOUNG WOMEN WHO TO BE.

BE MORE FEMININE.BE MORE ATHLETIC.BE MORE EXCITING.BE MORE POWERFUL.BE LESS MUSCULAR.BE LESS INTIMIDATING.

“

”

LITTLE MEDIA COVERAGE.CRITICISM OF THEIR GAME.QUESTIONING FEMININITY.

Media.| Criticism.| Femininity.

WOMEN’S BASKETBALL IS HIGH RISK LOW REWARD; BUT IN SPITE OF THESE FACTORS, THESE WOMEN STILL PLAY. WHY?

THEY LOVE THE GAME MORE.

IN A CULTURE TELLING WOMEN TO BE BOTH MORE LIKE MEN & LESS LIKE MEN, NIKE WILL TELL THEM ONE THING:

BE BALL. BE YOU.

WHY IT WORKS.These girls are well aware that they’ll never “play like the boys” and they don’t have to. It’s about owning the game for HERSELF. Not for the people trying to change it. She plays because she loves the sport & wants to succeed, despite the challenges that come with it.

NIKE SUPPORTS HER.

LET’S SEE SOME STUFF.

CREATIVEOUR

CAMPAIGN GOALSLOVE THE GAME & IT WILL LOVE YOU BACK.

These women live, breathe, and sweat basketball. Being so immersed in a sport that has fans of it trying to change its core is frustrating. With the launch of the new product line, Nike would encourage women to own the game. No frills or added thrills. Nike understands the hard work and dedication of these women and wants to reward & validate that. Nike wants to say, “You are everything that makes up basketball, so just be you.“

TIMELINEEXTENDING A CONVERSATION BEYOND THE LAUNCH DATE.

AUG SEPT OCT NOV DEC JAN

BE SURPRISED. BE DEDICATED.

BE COMPETITIVE.

BE ELITE.

BE BOSS.

BE MORE.

BE BALL.

DESIGN GUIDELINESTHE DO’S & DON’TS OF OUR CREATIVE EXECUTIONS.

Photos are polished but not posed.

Natural background of her environment. No “studio” shots.

Bold text, like her confidence.

Girl displayed is almost always in the zone. Rarely will she make eye contact with the camera.

Cooler tones

PHOTOS&VOICE

The writing style for this campaign is confident and assertive.It speaks to the high level these girls play at, and their self-assuredness in their own game. The tone is one of respect for the passion and dedication these young women have for the sport. It says to hell with all the misperceptions of the women’s game. It celebrates the young women that put their all into the game. It says be you leave your all out there on the court, the world can take it or leave it. It says you give everything for basketball, so let’s give you the recognition and attention you deserve.

BE SURPRISED.MID-AUGUST TO MID-SEPTEMBER | VIDEO & CONTEST

GOAL: To introduce the product launch in a unique way & to get a public conversation of women’s basketball started.

WHY IT WORKS: People don’t talk about women’s basketball, because they don’t un-derstand what goes into it. Now they will. The contest component will allow girls to meet a top women’s basketball influencer so they can improve their game.

HOW IT WORKS: After the product has launched, Nike & Nike Basketball would pro-mote these videos on FB and YouTube. As young women enter the contest to meet Brittney for themselves, traffic to the website would start days before the product is released. A countdown would be prominently displayed until the “surprise” of the new product line is revealed.

BE SURPRISED.MID-AUDUST TO MID-SEPTEMBER | VIDEO & CONTEST

A basketball coach is off-screen interviewing one of his best players. She thinks it’s a video for a recruit-er-little does she know. He asks her a series of questions about her love for the game, her training routine, and then asks her to show off her stuff. She shows off some pretty dribbling, nice footwork, and great form. She comes back and her coach asks her about her goals. She talks about playing college ball and leading her team to a championship. As her and her coach wrap up she is surprised by a tap on the shoulder by none other than Britney Griner. Copy at the end: Your work ethic and passion demands attention, and you’ve got ours now. Be Surprised. Be Proud. Be Ball. Be You.

BE DEDICATED.SEPTEMBER TO OCTOBER | VIDEO

GOAL: To show that her hard work & drive as an athlete deserve respect.

WHY IT WORKS: She is extremely dedicated to her game, when you consider the lack of glory and fame it becomes clear it’s about passion. The world should get to see her passion and dedication, and be excited about it.

HOW IT WORKS: After the product has launched, Nike & Nike Basketball would promote these videos on FB and YouTube.

BE DEDICATED.TIMELINE | VIDEO

At a high school girl’s basketball game we find our hero driving the ball down the court. It’s a tense mo-ment. It’s the fourth quarter, there’s 20 seconds left and her team is down by 3. But she’s talented, she’s worked very hard up to this moment so of course after setting up a sick play that gives her an open 3 she takes the shot. In mid-air we cut to all the intense moments of her train-ing. First it’s her alarm going off at 5 in the morning as she wakes up be-fore school to workout, then it’s her by herself in her school gym doing suicides, then it’s her in her living room icing her ankle and still do-ing dribbling drills. Cut back to the game, she sinks the shot. Her team congratulates her. The day is saved. Copy at the end: To them it’s just the winning shot. For you it’s sacrifice and sweat. Be Dedicated. Be Ball. Be You.

BE COMPETITIVE.SEPTEMBER TO OCTOBER | OUT OF HOME

GOAL: To raise the public’s awareness of the challenges a womanbasketball player may face to get to where she is. Drive traffic to online store.

WHY IT WORKS: She has to compete at an extremely high level to make it on to Division 1 NCAA teams. This interactive billboard speaks to her competitive spirit, and let’s the world know just how competitive the woman’s game is.

HOW IT WORKS: Placed in high-trafic areas, these boards would use camera-based motion detection to allow guests to interact with the facts. At the end, players are prompted to visit the website to learn more.

BE COMPETITIVE.TIMELINE | OUT OF HOME

BE ELITE.SEPTEMBER TO NOVEMBER | INSTORE DISPLAY

GOAL: To provide an interactive experience that will live in a digital space. To increase Nike Membership.

WHY IT WORKS: For the first time she will have access to basketball gear that was crafted specifically for her, with her play style, training needs, and body in mind. Now she can see how it works on the court without leaving the store.

HOW IT WORKS: Portable kiosks would be set up in stores selling the new prod-uct. Young women are prompted to step inside and test their skills and the clothes in the space. A camera in the display would capture a short video or photo using the green-screen background to display the court she chooses. To get the photo, she enters her email, phone number, and name. She has a photo. Nike has membership.

BE ELITE.TIMELINE | INSTORE DISPLAY

BE BOSS.OCTOBER TO NOVEMBER | OUT OF HOME & SOCIAL MEDIA

GOAL: To provide an interactive experience that will live in a digital space.

WHY IT WORKS: She is empowered by her love for basketball, and she’s not con-cerned with what anyone has to say about it. This will celebrate her empowerment, and reaffirm what she already knows, she’s an elite baller.

HOW IT WORKS: Over night, Nike would transform a number of popular pickup game courts—think Venice Beach or The Cage— with a chalk mural dedicate to women. Individual’s names would be placed on signs outside of the space, along with a prompt to visit the web. Photos, timelapses, gifs, and videos of the production would circulate around Nike’s social media channels prompting women across America to decorate their spaces(the courts) and send them to Nike.

BE BOSS.TIMELINE | OUT OF HOME & SOCIAL MEDIA

BE SUPERSTITIOUS.NOVEMBER TO DECEMBER| SOCIAL MEDIA

GOAL: To continue conversation of women’s basketball. To promote a natural bonding of community through shared experiences.

WHY IT WORKS: Rituals are an integral part of any athlete’s story. She wants to tell her story, she wants to share what makes her unique, especially when it comes to her game.

HOW IT WORKS: Nike would ask women about their pre-game rituals and game superstitions. They would see that even though their rituals may be quirky, there’s still someone else who probably does it.

BE SUPERSTITIOUS.TIMELINE | SOCIAL MEDIA

Behind every big win, is one care-fully constructed pre-game ritual. What’s yours? #BeSuperstitious. #BeBallBeYou(112/140)

“Rituals are a waste of time.” - Said no one in the winner’s circle. Share yours. #BeSuperstitious #BeBallBeYou(111/140)

After hours of scientific research on the court we’ve found the formula to success: 50% talent, 10% luck, and 40% ritual. What’s your pre-game ritual? #BeSuperstitious. #BeBallBe-You

You can never guarantee a win, but a tight pre-game ritual is the next best thing. What’s yours? #BeSuper-stitious #BeBallBeYou

Practice makes perfect. Pre-game rituals make the difference. What’s yours? #BeSuperstitious #BeBallBe-you

ALTERNATETWITTER&FB POSTS

BE BALL.MID-AUGUST TO NO END DATE | APP & WEB

GOAL: To provide a place for women(and others) to learn more about the product, wom-en’s basketball community, and what it means to “Be Ball. Be You.”

WHY IT WORKS: She is always interested in improving her game. This is a one-stop-shop for her to better her game in all kinds of ways.

HOW IT WORKS: Because all creative executions will lead them to the site, this will serve as a hub to give information on the product, enter the contestests, and participate in the community. The BE BALL. APP will allow young women to post videos of their training/highlights & receive feedback, chat with a potential NCAA or WNBA mentor, or find pick-up-games.

BE BALL.TIMELINE | APP & WEB

BE BALL.MID-AUGUST TO NO END DATE | APP & WEB

GOAL: To serve as a hub to drive sales, and membership by connecting users to the Be Ball app, and the Be Surprised and Be More contests.

WHY IT WORKS: With so many ways to interact with the Be Ball campaign she can learn about them all in one convenient location, while also having easy access to shop for her new gear.

HOW IT WORKS: The website will offer easy access for users to shop for the new prod-uct line while and interact with all the different executions of the Be Ball. Be You. cam-paign. Users will want to come back to the site when the Be More scholarship launches so they can follow the progress of the girls who are chosen. The site will also encourage users to join the Nike community by signing up for membership.

BE BALL.TIMELINE | APP & WEB