Nike Baseball’s New Chapter: “Future Gets Faster”
The goal was to present a faster, more athletic version of baseball. Nike lined up a collection of footwear, apparel and equipment labeled Vapor. Mike Trout was awarded a signature cleat. A series of tentpole moments would re-launch Nike Baseball’s identity.
@NikeBaseball Instagram launch
When I joined Nike Baseball, a presence on Twitter and Facebook had already been established. I decided that we needed an Instagram channel to meet our core audience where they were spending more time, and so that we could chart more high-level storytelling of products and athletes relevant to their interests.
My role:
Build the campaign based on the brand marketing plan.
Organize team roles including for the two people who reported into me and the agency that I managed.
Develop a long-term strategy for Instagram so that the channel could be exciting, genuine and distinctive to Nike beyond the campaign.
Oversee the content strategy and production and build the briefs for content need throughout the campaign (one of my direct reports traveled with the external creative partner for the on-site content shoots).
Oversee the budget by working with Operations, Finance and Brand Marketing.
Partner with Business Affairs and Legal on partnership with Perfect Game.
Mike Trout signature cleat launch
The launch phase of the “Future Gets Faster” campaign was the introduction of Mike Trout’s first signature footwear in addition to the entire Vapor collection. His cleat, the Lunar Vapor Trout, was revealed at a press event in Anaheim, Calif. that my team featured on Nike Baseball’s social media channels.
I collaborated with Global Communications, Global Brand Marketing, Global Sports Marketing and Global Product (footwear designer and product line manager) to compose and dial in the content and messaging plan.
MLB All-Star Game
The third tentpole moment of the “Future Gets Faster” campaign was Perfect Game’s All-American Classic, which is a high school baseball showcase event featuring the country’s best high school baseball players. Many of the players were going to be future minor leaguers; some would make it to MLB. The event was set at PETCO Park in San Diego, Calif.
My role was to develop the content and messaging plan for Nike Baseball’s social media channels, which were set to be the primary communication vehicle for the event. Nike’s partnership with Perfect Game also enabled a cross-promotion effort between my team and that of Perfect Game, who could expose our messaging to their audience of high school baseball players, which is Nike Baseball’s target audience.
Perfect Game All-American Classic
The third tentpole moment of the “Future Gets Faster” campaign was Perfect Game’s All-American Classic, which is a high school baseball showcase event featuring the country’s best high school baseball players. Many of the players were going to be future minor leaguers; some would make it to MLB. The event was set at PETCO Park in San Diego, Calif.
My role was to develop the content and messaging plan for Nike Baseball’s social media channels, which were set to be the primary communication vehicle for the event. Nike’s partnership with Perfect Game also enabled a cross-promotion effort between my team and that of Perfect Game, who could expose our messaging to their audience of high school baseball players, which is Nike Baseball’s target audience.
