Nike Tech
For Fall 2023, we brought together 19 athletes to usher in a new era for Nike Tech Fleece. We set out to cause some good trouble just like our athletes, including rebranding Tech Fleece as Nike Tech. The campaign included assets and deliverables for three apparel collections: a recreation of the original Tech Pack from 10 years ago, the refreshed Nike Tech offering and a new elevated take called Nike Tech Reimagined.
Our narrative strategy built bold personas for each athlete, elevating their game-changing qualities on and off the field, while copy embraced a mischievous tonality and execution.
19 athlete stories woven together through a lens of being game changers causing good trouble in their sports.
The Nike Tech campaign spanned Nike’s ecosystem with a strategic tease and coming soon phase, a widespread launch across .com, social and retail and a detailed content calendar aligned to specific sports moments over three months. An updated homepage, specific men’s, women’s and kids’ landing pages, athlete storytelling on the Nike app, emails, and over 100 social posts all laid out the new vision of Nike Tech.