NIKE INC.
MAY 2025
EMEA Brand Recap SP25
In Sp25 Style By continued to inspire HER at the intersection of Sport and Style by elevating Field General, a true Nike icon. Its timeless design and simplicity make it the ultimate blank canvas for bold styling choices.
This Season we extended the campaign to inspire Mens and Kids.
100K
Units sold since
Launch (Feb)
8K
Current average
weekly sales
70+
Creators styling
looks ft. FG
Season 7 of Nike Style By captures the raw beauty and gritty edge of Naples, showcasing how the Youth moves through the city with an all- in mindset. The iconic Field General takes center stage, its timeless design sets the tone for bold and fresh outfits.
Strategy + Marketing Mix
Win in the Underground
1.
Inspire Self Expression
2.
Be Her Trusted Style Guide
3.
Power The Marketplace
4.
1. Win in the Underground
Grounding Field General in culture with IRL communities.
Energy NBHD
We hijacked the mood boards of Style Curators
Community Activation
We created energy across the community through partnerships with Duke’s Cupboard and Uniform Display.
Seeding offense
With the NBHD partners across EMEA, we created style-led editorial content and drove extended seeding with output.
Content extensions
We extended content pieces from NBHD onto SNKRS to further amplify the story.
2. Inspire Self Expression
Being in the path and grab their attention on and offline.
Media
In SP25, we put in place a media journey led by standout campaign visuals to inspire and drive the consumers to our Nike channels.
Markets
51M
Reach
(+32% over expected)
576M
Impressions
(+84% over expected)
Clicks into Nike ecosystem
2.4M
(+44% over expected)
OOH
Premium social & YouTube
Markets
2.7M
Impacts
Markets
164M
Impacts
We partnered with Highsnobiety to scale the visibility of the
Field General and create an inspirational consumer journey
3. Be Her Trusted Style Guide
Fuelling the Nike Ecosystem to serve consistent
styling inspiration across all touchpoint .
NDDC
Within NDDC we focused on Being Her Trusted Style Guide through consistent authentic styling inspiration brought to life in the right format in the right touchpoint. We obsessed key elements of Her & His journey, from high visibility in key real estate placements to sharpening target audience.
4 WKS
Nike.com HP Placements
845K
Total Product Visits
+46%
WLP P1 vs Gold Standard
+37%
HP P1 vs Gold Standard
Seeding
We seeded creators with the Field General across
key market with different styling options
Number of
Creators Seeded
70+
4. Power the Marketplace
Authenticating and initiating the Field General across the Nike Direct and Marketplace partners
Nike Stores
VMS Direction
In Nike retail Field General was highighted via in-store VM&S support, elevating the key pieces of Apparell alongside the Field General
Spain
Spain
France
Italy
Partner Highlights
We authenticated Field General across the full Partner Marketplace
Create Your Own
During the CPH Fashion Week,
Nike x Zalando leveraged the Field General with locally relevant creators attending fashion shows.
1.4M
Reach
200
Courir Doors A/E/C
We organised a Style By 2.0 Event with Courir for the Parisian Community
110
Guests
2.8M
Organic Press Reach
14
Influencer Profiles
700M
Organic Influencer Reach
1K
Likes per post
We drove Timeless Tension in Napoli by celebrating The Heritage and Modernity of the City with local partner AW Lab.
20
Event Guests
279K
Engagement
1.8M
Influencer Reach
Thank you
Nike Rundown | May 2025 | Keep it Tight