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Nike Kids Comms Ignition
| Nike Kids Comms Ignition |
1H FY22 |
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Narrative Storyline:
Inspiring the Next Generation |
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SUMMARY
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At Nike, we know the future of sport is inclusive, creative, and unlimited in possibility.
In the first half of FY22, we stood up the first-ever dedicated Kids communications strategy aligned with the Kids foundational business plan and our NIKE Inc. corporate narrative. We established a 360 (external and internal) Communications plan to position the future of the Nike Kids business with media and Nike employees around the world. This recap is a summary of highlights and results.
The teams elevated Kid-vision through the Nike Play Summit Live!, a global virtual media experience co-hosted by 10-year-old sports journalist Pepper Persley and our very own Nike Kids GM, Cal Dowers. The news-style show introduced the new Nike Kids offense to 60+ media from around the world and established Nike’s commitment to bringing more play to the world through kids-first products, services, and community partnerships.
In Holiday ’21, we partnered with select media to launch the 3D immersive world of NIKELAND on Roblox. As our messaging emphasized, Nike is meeting young athletes* where they are, encouraging them to let their imaginations run wild, and rewarding real-world movement through new virtual experiences. The media coverage results were far and wide, demonstrating strong interest in what Nike is doing in this future-forward space.
And we are just getting started...
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KEY MOMENTS
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NIKE PLAY SUMMIT LIVE!
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| WORLDWIDE COVERAGE HIGHLIGHTS
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HOW NIKE IS RETHINKING THE WAY KIDS PLAY
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THE FIRST NIKE KIDS COLLECTION TRAINS CHILDREN TO NOT STOP PLAYING, DREAMING, WISHING
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NIKE PROMISES TO GET KIDS INTO SPORTS WITH FUN VIDEOS ON ITS YOUTUBE CHANNEL
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NIKE'S PROMISE FOR INTERNATIONAL GIRLS' DAY
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NIKE KIDS HOSTED ITS FIRST EVER NIKE PLAY SUMMIT
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| NA LOCAL NEWS TOUR
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ROBLOX LAUNCH
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NIKE TEAMS UP WITH ROBLOX TO CREATE A VIRTUAL WORLD CALLED NIKELAND
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NIKE ANNOUNCES DETAILS FOR ITS IMMERSIVE NIKELAND 3D SPACE ON ROBLOX
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NIKE JUMPS INTO METAVERSE WITH VIRTUAL WORLD ON ROBLOX PLATFORM
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INTO THE METAVERSE: NIKE CREATES 'NIKELAND' ON ROBLOX
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NIKE TEAMS WITH ROBLOX TO CREATE VIRTUAL NIKELAND
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CONQUERING THE METAVERSE: 3 WAYS THAT BUSINESSES CAN FIND REAL CUSTOMERS IN VIRTUAL WORLDS
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EMPLOYEE COMMUNICATIONS & ENGAGEMENT
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When it comes to Inspiring the Next Generation, we know our Nike employee audience comes first. For International Day of the Girl, the SCI Comms team hosted a Nike trainer-led virtual employee event that amplified girls’ voices, highlighted gender-inclusive coaching, and inspired nearly 350 attendees to move with the girls in their lives.
The Enterprise Comms team created 3 Workvivo posts to support our kids-led storytelling; highlights from our Nike Play Summit Live, feature interviews with leaders from our Kids business and a crowd-sourcing call top action allowed employees to dream up their very own Nike PLAYlist challenge.
Products for Kids Inspired by KidsNike Playlist: What Challenges Would You Want to See on “Wheel of Sport”?Nike Kids is Redefining Sport
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WE REACHED
12,995 EMPLOYEES
AND GENERATED
10,042 INTERACTIONS
*WorkVivo metrics
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