Approach

The NikeSB category was struggling to grow and needed a fresh injection of relevance, authenticity and excitement in the category.

We collaborated with award-winning chef and founder of Momofuku in NYC in an exclusive NikeSB Dunk and launch it on Go Skate Day 6.21, as a menu item at his restaurants.

As the GM of NikeSB for DTC, I lead the cross-functional teams that helped turn around this business.

• Created a new way for consumers to engage with the brand by leveraging the insights we have about them.

• Partnered with award-winning chef and founder of Momofuku in NYC to collaborate and design a NikeSB dunk and launch it on Go Skate Day 6.21 as a menu item at his restaurants (Momofuku and Ssam Bar)

• Piloted a loyalty program that rewards our most loyal consumers.

• Defined the consumer journey using rigorous A/B testing of the experience.

• Created a memorable AR experience that consumers will talk about.

• The Nike SB Momofuku Dunk sold out in two hours, 100% sell-through

• Users engaged in the experience 8x more than average

• Garnered a 100M social media impressions.

• 30% of users shared the experience via a ‘found em’ screen on social media.

• Turned around NikeSB business from -5% YOY decline to +15% growth with high-heat footwear launches across digital and bricks and mortar.

• We created a culture that enabled experimentation. It was scrappy, irreverent, moved quickly and failed fast.

• Being nimble to pivot is critical to making your go-to-market strategy a success.