Approach

NIKEiD was started in 1999, when personalization was for the privileged. It brought customization to the masses. Fast-forward to 2015, the model hadn’t changed but 15 years of increased choices changed consumer expectations. The NA business flatlined and my team was responsible for reviving it.

As the NA General Manger for NIKEiD, I empowered the cross-functional team responsible for enabling this turnaround.

1. Simplified the assortment by cutting unprofitable skus.

2. Executed a study to better understand our consumers’ willingness to pay.

3. Updated the pricing to a consumer-value based vs cost-plus model.

4. Re-focused marketing towards social media with NYFW collaborations.

5. Released a limited edition Lebron 25K-Points shoe, HTM collection, Pendleton x NIKEiD collab, and simple customization experience to drive product energy.

6. Test augmented video mapping to retail studios.

7. Launched a Pride campaign tied to the 2016 Rio Olympics

8. Drove influencer energy to NIKEiD Bespoke at 21Mercer.

Turned around NIKEiD from down -5% to +22% YOY in 6-months.

1. Reduced the customization mark up to $20.

2. Removed high-cost, low value customization features and reduced our cost base by -250 Bps.

3. Re-focused our marketing to highlight the customization features customers care most about.

4. Reduced the wait time with a simple customization proposition from 4 weeks to 7 days.

Consumers need to feel comfortable as designers before they will purchase a sneaker they designed. This meant providing avenues for lots of pre-purchase validation.