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Nike Partner Marketing
Fa25
Future Runway
NPM Approach
Air Max Muse & Superfly are “cutting edge”
ftw styles for her, set for scale in Fa25.
As they are not easy to style, our intention was to
accelerate launch momentum through styling, as we were transitioning to the commercial phase.
Objective
Drive scale for Muse and Superfly by celebrating bold styling and empowering her personal expression, through partner distinctive approach across marketplace.
Idea
It Starts At The Sole
Due to their progressive look,
Air Max Muse and Superfly are not to be considered styling after-thought, but serve as a starting point.
So, we’ve flipped the narrative:
Her shoe is positioned as the centre of her styling, inspiration piece where the style originates and revolves around.
Journey
EMEA partners’ journey was devided in 3 parts:
Launch with impact
Account extension
IRL connection
August
Launch with impact
To accelerate product launch momentum across EMEA marketplace we elevated global assets across digital & physical eco systems of Zalando, Courir, AW Lab, Snipes and Footlocker.
525
partner retail doors across EMEA and multiple digital placements across web & social.
Retail
Digital
HPTO: Zalando
HP & on-site placements: Snipes, FL, AW Lab, Courir,
Zalando.
August/September
Account Extensions
We extended Future Runway storytelling with partner distinctive approach, tailored to their consumer while still remaining rooted in Nike narrative.
Courir
Comms partnership with Views // @viewsfrance and MAD // @madofficiel, introducing Paris frontrunners Moshikura, Lea Ismaili & Nilusi through the lens of Muse. Journey included seeding, styling & both media and talent social channels coverage.
2.5M
Social channels reach
Zalando
I:D fashion led editorial comms collaboration featuring young Nike T&F athlete Nia Wedderburn. Assets elevation on I:D channels, athlete and Zalando on-site placements.
8.4M
Impressions
+29% vs impressions benchmark
+29%
vs benchmark
4.8M
Social media reach
Footlocker
FL social custom content creation & content creators seeding creating excitement & buzz around Muse. Main UGC protagonusts: Valentina Vernia and Giulia Casati
500k
Total
Seeding Reach
300k
Media Partner Social Reach
Snipes
Campaign Co-creation in collaboration with French front runner and artist Salome, with emphasis on self expression and self reflection. Placements: social channels & e-com.
+25%
Muse sales uplift post campaign launch
26.9k
Clicks
2.7M
Impressions
150%
e-com SOB increase post digital extension launch
Asos
Style led editorial shoot, positioning Muse & Superfly as a starting point for every styling with focus on social channels & seeding play.
7.2M
Impressions
2.4M
Organic Social
Views
16.6k
Organic Social Engagement
JD
Account created organic social media coverage
September/October
IRL Connection
IRL activations were organized in our key cities, offering consumers opportunity to connect with the product and to get inspired by their local front runners through engaging content, collaborations and workshops.
Courir
250 Attendees
2 day experience co-curated by Paris front runners: Moshikura, Lea Ismaili & Nilusi with Muse at the centre. Location: art gallery in the Paris cultural hotspot district.
4.8M
Media reach
128+
Social Posts
5.4M
Social Reach
Zalando
50 Attendees
Invite only Berlin experience, tailored by 3 Muses: Diana Quatch // Chef/Stylist, Rosa+Jacob // SF1OG fashion designer & Zan // Asterisk, jewelry designer
100+
Social posts
Footlocker
75 Attendees
Consumer facing IRL talk & workshops experience featuring fashion stylist Alisson Fullin & Nike athete Matilde Pavan during Milan fashion week time.
9M
Media reach
Snipes
150 Attendees
In partnership with catalyst Salome Snipes hosted 3 workshops in Paris with For Her by Her approach. The experience was centered around transforming self reflection into bold self expression, followed by after party with Snipes community.
AW Lab
80 Attendees
Account led seeding & product engaging showcase IRL experience in Milan for selected audience.
Learnings
-
The pace of transitioning key styles from Runway and Style specialty to the full marketplace was potentially too fast for most consumer groups.
-
Featuring world known talent like Tyla, while leading with styling & fearless attitude helped getting a lot of partners on board regarding elevating global assets on their channels.
-
While the apparel featured in Nike assets was visually outstanding, it was booked only by a few EMEA partners. This limited apparel coverage led to some missed opportunities.
-
NPM team has continued to strengthen collaboration with the Sports Marketing team to identify more mutual opportunities through Nike and partner NSW activations.
Thank you!
Special thanks to Partner Marketing Team and account project leads, EMEA Brand, Creative and Comms, City Marketing Teams, Sports Marketing & MPU’s x-funtional teams.
KEEP IT TIGHT © 2025 NIKE RUNDOWN
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