Showcase Nike’s MLB athletes with access only Nike could provide.
Athlete and product stories that are genuine and distinctive.
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Elevate Athleticism and Skill Development
It was imperative to highlight the athletic ability and work ethic of MLB players. We wanted to dispel the perception of baseball being boring and unathletic.
I collaborated with Nike Business Affairs and Getty Images to source photography on a weekly basis from a national group of roaming MLB photographers who supplied bespoke imagery to my team.
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Highlight Tentpole MLB Moments
MLB’s World Series and All-Star Game were the most important moments for Nike to communicate a POV about its athletes and products.
I led a collaborative partnership with MLB Advanced Media, MLB Photos and Getty Images to brief and attain bespoke photography of Nike priority athletes for my team to tell those critical athlete and product stories. (I also integrated Nike’s Business Affairs, Sports Marketing and Brand Marketing teams into the MLB/Getty process.)
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Show Product in Environment
Nike Baseball had gloves, cleats and other products that we wanted to influence our audience to buy.
We prioritized showing how products were used by the world’s best baseball players in the most approachable way possible (we didn’t have the benefit of a paid media budget or a sophisticated internal analytics strategy).
“Vacation Is Over”
My team had an idea before one MLB season to draw a connection between the start of Spring Training and the beginning of spring high school season. The idea emanated from a conversation between my team and our agency partner about insights of our audience. The grassroots nature of Spring Training’s physical environment made the MLB level feel more approachable to our high school-aged target audience. It also gave us a chance to attain better access to Nike’s priority MLB players and showcase Nike Baseball’s products in new settings.
