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NIKE PARTNER MARKETING EMEA
HO25 RUNNING DNA
NPM APPROACH
SHOX ARE THE ULTIMATE DISRUPTOR, MADE FOR SOME, NOT ALL. PROVOCATIVE, DISTINCT, UNWAVERING.
THEY DON’T BLEND IN.
This season, we’ve CUT THROUGH THE CHAOS. Driving scale and cultural relevance for Shox through the voices of Youth by obsessing their craft, channeling the power of ambition and amplifying bold style, attitude & self expression.
NPM SCALE
YOU COULD NOT MISS US
UK
ASOS
Office
JD
FRANCE
Snipes
Courir
JD
Foot Locker
ITALY/SPAIN
Foot Locker
AW Lab
Zalando
GERMANY
Snipes
Zalando
About You
893K
UNITS
1.822
DOORS
1.100
COMMUNITY ATTENDEES
10M
SOCIAL REACH
OUR WINNING FORMULA
ACCOUNT POSITIONING
LEAD PROTAGONISTS
SHOX AT SCALE
STYLE & SELF EXPRESSION
COMMUNITIES & IRL
1. SHOX AT SCALE
OWNING THE MARKETPLACE. SHOWING UP IN
OUR KEY EMEA CITIES ACROSS RETAIL & DIGITAL
2. STYLE & SELF EXPRESSION
LEADING WITH BOLD STYLE & EXPRESSION
VIA SOCIAL, DIGITAL, OOH & TALENT
Partnered with Nowness, to disrupt convention through design. Authenticating Nike and Courir through the French film making culture.
Developed brand film “Contre Courant” shot by Parisian director duo Kourtrajmeuf heroing artist and designer Garance Vallée, finding power in her creative obsession, whilst spotlighting the forward-motion spirit of the new Nike Shox Z.
OPEN CALL
Reaching Generation Ambitious through an open call for film submissions, for a chance to feature on nowness.com and for their film to be screened at the Nike x Courir x Nowness event.
COURIR CO-CREATE
Asos developed bespoke Test & React apparel (GEL) pack that complements Shox Z and responds to the current market trends. With a bespoke co-creation, the account highlighted assets through their digital eco-system and expanded through UK content creators.
Social extension with UK Rapper Keaton Wild & his crew, shot in their community and grounded in their shared love for late night hustle and the craft of making music
CO-CREATE
Snipes x Shox creative concept hero’d key athlete Eduardo Camavinga, featuring the Shox NZ Snipes Exclusive.
The campaign rolled out across 425 SNIPES stores, where they activated across A/E/C to deliver a full consumer journey in-store.
Highlighted Self-Expression by driving a Foot Locker in-store activation in Paris where FL’s community had the chance to participate in an exclusive Shox Styling competition, led by Parisian Stylist Mariana Benenge. Elevated Winners through feature on Ancre Magazine.
250
ATTENDEES
3. COMMUNITIES & IRL
CONNECTING WITH COMMUNITIES OBSESSED WITH THEIR CRAFT. HIGHLIGHTING SHOX IN THIRD SPACES ACROSS KEY CITIES IN EMEA.
Our Parisian community were invited to Grand Palais Immersif, for the launch event. A night showcasing the ‘Next Gen’ in film, culture and music.
+1K
SIGN UPS
+650
ATTENDEES
*2x Max Capacity
In collaboration with London collective Girls Can’t DJ, ASOS and a roster of established DJ’s hosted a workshop for 35 Next Gen female DJ’s - connecting SHOX to LDN culture
300
SIGN UPS
In the first 2 hours
+80
SOCIAL POSTS
across all channels
Zalando handed the keys to Berlin subcultures who embodied the "Not Here to be Liked" energy. Driving a two-phase cultural journey spotlighting Shox Z with local communities Hoe Mies, Glazed, Berlin Ballroom. Fueling distinct culture through Sportswear × Movement × Community.
+4.5K
RSVP'S
NEVER STOP LEARNING
CLARITY DRIVES EXECUTION
The strength of the HO25 VC and tools enabled accounts to execute
the season to our true Nike DNA to brand standards.
BENEFIT OF CO-CREATE GUIDELINES
Having clear co-creation guidelines was incredibly valuable. Moving forward, we can go even deeper in refining the connection between Nike’s approach, while still championing our partners’ distinction.
GLOBAL PROTAGONISTS:
OPPORTUNITY FOR EMEA
Some of the global campaign protagonists did not resonate with most EMEA markets, resulting in decreased asset adoption. Global + EMEA cultural and sport relevance combination is key to driving greater marketplace scale.
NOT HERE TO BE LIKED
Not Here to Be Liked was bold and unapologetic, a energy Nike can confidently own. However, it did not resonate for many accounts, resulting in not elevating this tag line.
THANK YOU TO THE FULL CROSS-FUNCTIONAL TEAM INVOLVED
KEEP IT TIGHT 2025 - NIKERUNDOWN.COM
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