Nike
A Million Excuses. One Reason.
It’s February in Chicago. Short days. Cold weather. Zero motivation. How does the world’s foremost running shoe brand motivate athletes to hit the frozen ground running? By empowering them to eliminate their excuses.
Follow along below to see the journey and how a single weekend event can live on.
Deliverables
Pitch deck
concept art
Consumer Journey
01
CREATE
BUZZ
We’ll create intrigue and highlight the ramifications of undulging in excuses by closing local stores. Nike social channels amplify the conversation—enouraging runners to share their excuses—and drive awareness to the launch.
02
Pop-up
store
Runners feel a sense of belonging upon seeing their own excuses broadcast for all to see 23 floors from the ground.
Inside the store, each runner is encouraged to leave behind their excuse forever.
03
Free shoe
Try-on
With their inhibitions set aside, runners participate in free shoe try-ons. With a custom designed shoe box they’ll litterally and symobolically tear off their excuses.
04
Choose GO
challenge
Sign up to run a course through the city—designed so they can bust through their most common excuses.
05
swag &
takeaway
Attendees will depart with customizable swag serving as daily encouragement to #choosego.
Social Extension
The Team
Danny Prokup, Copywriter; Rachael Garramone, Designer; Omari Miller, Creative Director