Nike / Blow Sweat Away
Concept
Photography Art Direction
Design of P.O.S. Signage
Retail Execution Guidelines
Nike-sponsored athletes, including Canadian triathlete Simon Whitfield, were photographed to promote Nike’s new fabric technology, Nike Sphere. The sweat-wicking feature of the product was dialed up in the headline “Blow Sweat Away” while each athlete’s recent achievement supported it with a cut line like “Blew us away at the Sydney Olympics.”
Creative was used across Canadian Nike branded stores and partner retail stores.
Photography / Richard Sibbald
Nike / Break Sweat
Concept
Photography Art Direction
Design of P.O.S. Signage
Retail Execution Guidelines
Nike Sphere, an amazing “personal atmosphere control” fabric technology, needed in-store promotion creative. We captured the efforts of hard-hitting and hard-working athletes who might break sweat – but not wear it – thanks to Nike Sphere’s sweat-wicking features.
Creative was used across Canadian Nike branded stores and partner retail stores.
Photography / KC Armstrong
Nike / Adrenaline Doesn't Freeze
Concept
Photography Art Direction
Design of P.O.S. Windows & Signage
Retail Execution Guidelines
Production Management
What do serious runners do during the coldest running days of the year? Get outside and run, of course. With Nike Sphere fabric technology, they can keep their warmth and be lightweight while wicking sweat. Our creative, titled “Adrenaline Doesn’t Freeze,” communicated this across window design and P.O.S. signage for Canadian Nike branded stores and partner retail stores.
Shot in early September in the woods of Vancouver, we created a winter running wonderland for the Nike athletes with a set made of fake dissolvable snow. To reinforce Nike Sphere’s cold-weather resilience, we conceived the use of anti-freeze containers to support product in-store. To make the display items efficient to ship, we sent them empty with a small amount of blue dye, so all stores had to do was fill them with water. The Adrenaline Doesn’t Freeze promotion heated up Nike Sphere sales, with a reported sell-through increase of 11% over the same period for the previous year.
Nike / RunTO 10K
Retail Design Strategy
Retail Incentive Strategy
Retail Execution
Retail Copywriting
Armed with Taxi Canada’s neighbourhood rivalry concept for Toronto’s Nike RunTO 10K, Oxygen’s job was to drive the retail component of this city-wide run. From Nike training runs, we needed to drive people to stores. In-store, we had to draw attention to featured product. Nike’s flagship Yorkville store needed to be dressed as RunTO Headquarters, which would offer custom-screened running shirts, old shoe drop-off, race registration and race kit pickup.
Visiting all Nike branded and partner stores, we determined the best environmental design applications that would accommodate the varied layouts and sizes of all participating stores. Window, floor, shelf and wall were all utilized to advertise the run, drive registration, encourage training run participation, and feature running product.
Our runners’ incentive, “Unlock The Shox,” worked like this: Training runs earned you stamps on your RunTO Training Card. The stamps got you a key at retail, giving you a chance to unlock a display containing three prizes, one of them a pair of the Run’s feature shoe, Nike Shox 2:45. We made sure Nike “owned orange” for the weeks leading up to the race. The flagship store drew interest from those passing by through a completely orange public walkway lined with backlit neighbourhood rivalry ads, and 10 1-km floor markers that featured playful taunts between neighbourhoods. Taxi’s orange-and-white city line illustration made great apparel headers, and shoe shelves were custom designed to feature footwear. Bright orange apparel P.O.S. humorously poked fun at anything that was “old technology,” and bold retail bags advertised the 60+ available training runs. The race had a huge turnout on Toronto’s island, sales were solid, and to this day you can still see Nike’s RunTO orange shirts running around the city.
