LX Comeback
- Client:
- LX Chase, 2009
- Company:
- Nike Greater China
- Role:
- Marketing Director
Over 1 year after pulling out of the Beijing Olympics, Liu Xiang made his comeback to the world of track and field. With hours of rehabilitation under his belt, he returns Confident but tentative. In his own words, “I’m just trying to get back to where I was.” These words were the [...]
Summertime in China
- Client:
- Brand Update, Summer 2009
- Company:
- Nike Greater China
- Role:
- Marketing Director
One year after the Beijing Olympics, the Nike Brand did not slow down at all going into the Summer of 2009! As the coolest and most favorite brand among all youth in China, Nike heated things up with athlete tours from the world greatest (kobe, lebron, Man U, Inter) and generated more momentum for [...]
The NIKE+ Human Race
- Client:
- The NIKE+ Human Race, 2008
- Company:
- Nike Japan
- Role:
- Marketing Director
Building off the momentum of the 2008 Beijing Olympics, Nike set a goal to create the world’s largest race with hundreds of thousands of runners taking to the streets on August 31, 2008. Japan was no exception and we extended the campaign attacking the streets of Tokyo and getting young people all over to [...]
Tokyo Creative Discussion
- Client:
- Uniquely Tokyo, 2008
- Company:
- Nike Asia Pacific
- Role:
- Marketing Director, Japan
As a part of the Nike Brand Talent Acceleration program, I was asked to give a talk on Creativity in Japan.? As you can imagine, it’s was an extremely difficult and complex topic that I am not even that versed in… but i gave it my best, pulling thoughts, insights and examples from the far [...]
Nike Sportswear
- Client:
- NSW Label Launch, 2008
- Company:
- Nike Japan
- Role:
- Marketing Director
In the summer of 2008, Nike globally launched it’s official, unofficial “lifestyle” brand Nike Sportswear. As one of the world’s leading street style cities in the world, we had a tremendous challenge but subsequently had one of the most successful and integrated launches in the world. At it’s core was the establishment of NSW, Nike [...]
Nitro Special Force
- Client:
- Air Force 1 Collaboration, 2008
- Company:
- Nike Japan
- Role:
- Marketing Director
To celebrate the 25th Anniversary of the world’s most iconic sneaker, the Air Force 1, we partnered with Japan’s top Hip Hop NITRO MICROPHONE UNDERGROUND band to collaborate on an AF1 music tour which included a music track, special cd release, music video, exclusive nike product and a nationwide summer tour. The groups passion [...]
Japan Running
- Client:
- Run Revolution, 2007
- Company:
- Nike Japan
- Role:
- Marketing Director
Nike is the biggest running brand in Japan but if you ask “real” runners, Asics is the best running brand. That has been the challenge for Nike in Japan for year and in 2007 we decided to change that. We lauched the Run Revolution campaign which was a platform to begin talking about Running differently [...]
Nike Japan
- Client:
- Brand Update, 2007-2008
- Company:
- Nike Japan
- Role:
- Marketing Director
In any given year, the Japan Marketing team producers a tremendous amount of work that touches consumers in so many different ways. I have always believed that Nike’s ability to create both mass impact and niche energy amoung select communities was one of it’s biggest Brand strengths – and that is no truer than in [...]
Nike PR Studio
- Client:
- Nike PR Showroom, 2007
- Company:
- Nike Japan
- Role:
- Marketing Director
As we strive to be one of the most premium Brands in the world, elevating our product presentation is a key tool along that journey – especially in the style mecca of Tokyo. In August of 2007 created the Nike PR Showroom @ the Tokyo Design Studio in the small creative community of Nakameguro, [...]
Tokyo City Attack
- Client:
- Just Do It Tokyo, 2007
- Company:
- Nike Japan
- Role:
- Marketing Director
BACKGROUND: The “Sport” that Tokyo and most of Japan have grown up with is the Bukatsu system. One that is driven by competition, perseverance and winning. Rooted in the military, this system has a long history and has produced many great athletes and sports moments for Japan. Though it is not perfect, for those who [...]
Dice-K Matsuzaka
- Client:
- Enjoy the Pressure, 2007
- Company:
- Nike Japan
- Role:
- Marketing Director
In the Fall of 2006, Dice-K Matsuzaka signs with the Boston Red Sox for $100,000,000. With the pressure of all of Japan and more importantly all of Boston, this is where he thrives. Where he Enjoys the Pressure. A sub-par season and a World Series ring later, he’s still bringing it. The quick strike effort [...]
25 Years of Air Force 1
- Client:
- 1LOVE, 2006-2008
- Company:
- Nike Japan
- Role:
- Marketing Director
To celebrate the 25th anniversary of the world’s most iconic Sneaker, the Air Force 1 we created a collaboration project between Nike and realmadHECTIC, a top street apparel retailer/brand based in Harajuku, Tokyo. Together we created 1LOVE, a shop dedicated to the storytelling, community and selling of only the Air Force 1. The shop was [...]
Nike Korea
- Client:
- Brand Update, 2004-2005
- Company:
- Nike Korea
- Role:
- Marketing Director
In any given year, the Korea Marketing team producers a tremendous amount of work that touches consumers in so many different ways. I have always believed that Nike’s ability to create both mass impact and niche energy amoung select communities was one of it’s biggest Brand strengths. From major television campaigns, to grassroots sessions, to [...]
2006 World Cup
- Client:
- Korea World Cup, 2005-2006
- Company:
- Nike Korea
- Role:
- Marketing Director
As the Korea National Football Team headed to Germany to defend their 2002 Semi-Final finish, their was huge pressure and opportunity to create energy around football and Nike. The overall effort in Korea was an extension of the Nike Global “Joga Bonito” campaign and included brand communications including the worlds top footballers, a huge 3-on-3 [...]
NIKE iD Reloaded
- Client:
- NIKE iD Reloaded, 2003
- Company:
- Nike Global Brand Management
- Role:
- Special Projects Director
NIKE iD has been by far the most untapped opportunity at Nike. A diamond in the ruff with passionate followers from Nike’s President and CEO down, customization and a focus on the individual athlete has been seen as one of the keys to Nike’s success in the future. In 2003, NIKE iD was 4 years [...]
Nike Laser Launch
- Client:
- Laser Launch, 2003
- Company:
- Nike Global Brand Management
- Role:
- Special Projects Director
My first project at Nike, the launch of LASER, an eclectic collection of 6 limited edition shoes that were detailed with a new laser etching treatment. The launched created buzz through key influencer seeding to key collectors from around the world and key media sessions with select publications. The product was featured in a boutique [...]
Nike Cycling
- Client:
- Nike Cycling, 2003
- Company:
- Nike Global Brand Management
- Role:
- Special Projects Director
Nike has a passionate group of people who are passionate about the small and struggling business of Nike Cycling. I was adopted by this group in my first year at Nike to assist in the relaunch of the Brand and the Business. The small team re-aligned the business partnership with Trek, re-wrote the Business Plan [...]
Powerpuff Girls
- Client:
- Mock Powerpuff Plan, 2002
- Company:
- Nickelodeon
- Role:
- Marketing Director, Nick Online
A mock case study done at Nickelodeon on competitor Cartoon Network. The challenge was to launch the “4th” Powerpuff Girl. It was an open ended challenge with a fixed budget. The mock plan, completed in just over a week, included the traditional pieces of the consumer segmentation and market mix, as well as creative ideas [...]
Nike Jr. Brand Essence
- Client:
- Brand Update, 2001-2002
- Company:
- Nickelodeon
- Role:
- Marketing Director, Nick Online
Nick Jr. is the pre-Nickelodeon Brand targeted equally at parents and kids ages 2-5. It birthed such favorites as Blue Clues and Dora the Explorer and competes directly with Gen X favorite CTW & Sesame Street. From 2000-2002 Nick Jr. had many ground breaking launches and significantly progressed the art and science between [...]
Reebok Interactive
- Client:
- Interactive Ventures, 1995-1999
- Company:
- Reebok International Ltd.
- Role:
- Interactive Marketing Director
REEBOK.com Website
Created, Managed and maintained the Reebok.com website, starting in December, 1994. Our vision was to “Consistently deliver the Reebok Brand message through the World Wide Web.” As the source of sports and fitness information on the web, Reebok.com delivers one consistent marketing message to consumers worldwide. Composed of information on training, athletes, products and [...]
