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 Sportswear pinnacle collection sold only in a handful of stores throughout Japan and the opening of the NSW Store in the famed Harajuku. The launch of the Nike Sportswear started with pinnacle influencer collaborations with some of tokyo’s most well known street culture elite and cascaded down to core and everyday retail, pr publications and communication. The launch, which was a combination of sport meets street, saw wild postings throughout the hotspots of tokyo, a massive PR push, music and entertainer collaborations, an interactive digital execution focused on product and the opening and consistent programming of the NSW door.
