|
Nike Alphafly Next Nature
| Global Communications | September 2021 |
 |
| NIKE AIR ZOOM ALPHAFLY NEXT NATURE |
|
|
| Narrative |
| CULTURE OF INNOVATION |
|
|
|
| Storyline |
| INNOVATING AND DESIGNING WITH IMPACT |
|
|
 |
EXECUTIVE SUMMARY
|
| The new Air Zoom Alphafly Next Nature is Nike’s latest PR in the race against climate change. In reimagining the record-breaking technology of Nike’s pinnacle marathon shoe and creating Nike’s most sustainability-minded performance shoe to date, Global Comms was able to highlight a key narrative theme and position Nike as an innovative, purpose-led company. Leveraging multiple storytelling assets, our Comms Teams in geos and cities drove outstanding results during the first 24hrs.
|
APPROACH
|
| To seamlessly embed sustainability into our consumer creation storytelling, and highlight the ownership Nike teams feel in protecting the future for sport, we leveraged the voices of key Nike Running Footwear Teammates via a pre-brief strategy. A pre-watch video highlighted key messages and main product features for media who were then able to speak to Nike voices and go deeper on innovation with hyper-local insights about the effects of climate change on sport and runners. In response to Geo feedback, Global Comms also created and delivered key assets for social media, including an animated tech-sheet (inclusive of translations), short-form copy and quotes.
|
| COVERAGE HIGHLIGHTS
|
| 100+ STORIES
|
| NARRATIVE PULL-THROUGH
|
|
Nike Continues Alphafly Next Racing Shoe Line With 'Nature' Version
“With the first retail launch in 2020 and a number of models in the line, the latest version of the silhouette debuts as the Nike Air Zoom Alphafly Next Nature, a style using the same technology seen throughout the evolution of the running sneaker but with a focus on removing waste from the Nike production process.”
|
|
|
|
The New Nike Running Shoes Are the Brand’s Most Sustainable Yet
“The sneakers are an eco-friendly upgrade to the Air Zoom Alphafly NEXT%, Nike’s top-of-the-line running shoes that are popular among long-distance runners (including record-breaking marathoner Eliud Kipchoge). Made from 50% total recycled content (by weight), this latest addition to the line places as much of an emphasis on environmentally friendly production as on athletic performance.”
|
|
|
|
Nike Recycles Record-Breaking Marathon Shoe
“Nike’s riding the heat of its record-smashing marathon shoe by reimagining the long-haul sneaker with a planet-friendlier spin. Making good on its commitment to infuse better-for-the-Earth materials into its footwear, Nike launched the Air Zoom Alphafly Next Nature Monday.”
|
|
|
|
Nike’s Record-Breaking Marathon Shoe is Now More Earth-Friendly Than Ever
“The new Zoom Alphafly Next Nature is being touted as Nike’s most sustainable performance sneaker yet with more than 50-percent recycled content by weight. It’s essentially a redo of the Air Zoom Alphafly Next%, which Eliud Kipchoge wore for the world’s first (unofficial) sub-two-hour marathon, but using circular design principles.”
|
|
|
|
Nike’s Most Sustainable Performance Shoe Ever: Alphafly Next Nature
“Beginning later this month, runners will no longer have to sacrifice performance for sustainability. Nike’s pinnacle marathon racing shoe, the Nike Zoom Air Alphafly NEXT%, will have a more sustainable — yet equally high-performing — sibling.”
|
|
|
|
Nike Gives Us the Lowdown on its Most Eco-Conscious Performance Shoe Ever
“The Nike Air Zoom Alphafly Next “Nature” is the brand’s premier running shoe, but it features a range of material differences that make it more environmentally conscious. While Nike was unable to provide benchmarks and statistics for its regular line of performance running shoes, making it hard to accurately compare just how much “better” the Air Zoom Alphafly Next “Nature” is, the Swoosh did provide a detailed breakdown of the materials and processes used in the production of the sneaker.”
|
|
|
|
Nike Air Zoom Alphafly Next Nature: The most sustainable running shoe from the sneaker professional
“Not just any running shoe was selected, but the king of the Nike running shoes: The Nike Alphafly.”
|
|
|
|
Nike Air Zoom Alphafly Next Nature, The Record Shoe Goes Green
“The American multinational reinvents its flagship running product according to the principles of Move to Zero, the strategy to reduce carbon emissions and waste production to zero.”
|
|
|
|
Nike's Fastest Shoes Become Sustainable. Nike's Alpha Fly is made of more than 50% recycled material.
“Alphafly Nature was created as part of Nike’s "Move to Zero" initiative to achieve zero carbon and waste emissions. With climate change becoming an issue for athletes as well, such as the change of venue from Tokyo to Hokkaido for the marathon race at the Tokyo Olympics, Nike took it as an innovation to not only develop functions that runners want, but also contribute to solving athletes' concerns such as whether they can continue competing safely. By improving pattern efficiency and reusing scrap materials, Nike has succeeded in minimizing the waste generated from all shoe components.”
|
|
|
|
Nike's Alphafly, the fastest thick-soled shoe, is the most sustainable performance shoes in Nike history
“Nike’s first eco-friendly performance shoe, "Nike Cosmic Unity", had 25% recycled material by weight, but Alphafly has raised the percentage to over 50%. While increasing the percentage of recycled materials, the new model maintains the same performance as the existing "Alphafly". Rachel Bull of Nike said, "We thought it would make sense to take the fastest shoe with the most innovation and make it sustainable. In particular, we focused on increasing the recycling rate of materials, since 70 percent of a product's carbon emissions come from raw materials. The development of this model took more time than the Cosmic Unity, as we had to incorporate new processes and methods in every part of the shoe, but we are happy that we were able to create this model without compromising on performance.”
|
|
|
|
In-depth content on the relationship between sustainability and running from professional running media perspectives. And give suggestions on how to make running more sustainable. Highlighted what Nike has done to promote the sustainability process.
|
|
|
|
| Nike put a sustainable focus on their fastest marathon shoe and officially launched Nike Air Zoom Alphafly Next Nature
|
|
|
|
Air Zoom Alphafly Next Nature is Nike’s most sustainably-minded performance shoe to date. And leveraged numbers and data to prove it.
|
|
|
| SOCIAL COVERAGE
|
|
| ABOUT 9K VIEWS IN THE FIRST 24 HOURS
|
EMPLOYEE HIGHLIGHTS
|
To drive our purpose narrative with employees, we created a bespoke storytelling strategy aligned to past learnings and employee insights.
As an educational tool, the Purpose Space in Workvivo hosted a longer-form article about the impact of climate change on sport and marathons around the world. For a more inspirational take, a second story and exclusive QA with Eliud Kipchoge highlighted the importance of protecting the planet for sport.
Finally, On Company News, an interview with Andrew Caine – VP of Footwear – provided an opportunity to further understand the vision and strategies to transform our product with sustainability at the forefront. Andy talks about the meaning of the Alphafly Next Nature project for the future of Nike Footwear Design. |
Nike
|
|
