Nike/Sportscene

Nike is the dominant sportswear, footwear and sports equipment supplier worldwide. Sportscene is a South African clothing retailer with a national footprint that is responsible for the distribution of Nike products. Nicework was asked to produce and design the in-store promotional material for one of Nike's campaigns involving South African sports icons.

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Client: Nike South Africa

Nike has been the dominant sportswear, footwear and sports equipment supplier worldwide, since 1964. Nike products are distributed in South Africa through various retail agents, one of which is Sportscene. Sportscene is a South African clothing retailer with a national footprint.

Services:

Project Management, Design

Discovery:

Nike South Africa's marketing department likes Nicework because of our respected track record in the design, production and roll out of branded in-store material.

Nike commissioned Nicework to be involved with one of their in-store promotional campaigns that would feature prominent South African sports icons like: Moneeb Josephs (Orlando Pirates and Bafana Bafana), Zane Kirchner (Blue Bulls and Springboks) and Itumeleng Khune (Kaizer Chiefs and Bafana Bafana).

Brief:

To create promotional Nike window displays for Sportscene outlets nationwide. Some parameters of the brief:

• The design had to portray the sports stars in an urban environment in front of a white backdrop
• All design had to be produced in line with Nike's strict international brand guidelines
• The overall look and feel of the design had to reflect the urban and sports-orientated approach of the Nike brand
• The design had to encourage support of the campaign and sell Nike merchandise
• Project management of the shoot and design components of the brief
• Provision for a detailed guide for installation in Sportscene stores
• Roll out of window displays across Sportscene outlets nationwide

Challenges:

• Nike has an established brand identity that requires brand continuity in all the markets it operates in. The brief allowed limited creative range and had to be executed inventively within these brand guidelines
• Window displays had to be designed to suit a variety of storefront dimensions. Three separate design layouts had to be conceived on a three-window display grid
• The window displays had to be easy to install

Tackling the brief:

The Nike Soccer Academy in Soweto was the ideal location for photographing the sports stars in an urban sports-orientated environment, while leveraging existing brand associations with Nike. Well-known photographer Neil Roberts was brought on board for his creative and edgy vision. Go Neil!

The shots were taken from the corner of the complex, with the pitch and stadium lights in the background. Evening fog helped to create depth and texture in the shot. First the background was shot and then well-lit shot of the sports stars were taken, these two images were subsequently composited together in postproduction. A few stadium lights were added to the background using Photoshop.

The final multi-tiered window display featured a single vinyl drop sheet for the backdrop and floor with the subjects on a separate board 45cm in front of it. This recreated the perspective of the original shot. The layout also consisted of a wire mesh, suspended from the roof for the display of Nike products and vinyl lettering that was placed on the windows to communicate relevant product information.

An information pack and display grid was included with window display elements to help store staff with setting up the displays correctly.

Result:

• A happy client
• More Nike work for Nicework
• Successful roll-out of window displays in Sportscene outlets nationwide
• Increased awareness of the Nike campaign and its affiliated merchandise

Credits:

Photography: Neil Roberts
Styling: Gareth Cowden (Lampost)