Nike
Kobe VII System Launch
Product Prop: Attack fast. Attack strong.
KobeSystem: Success for the Successful
When you get to the top, there’s only one place to go. Over the top.
Launch
Teaser Pleaser
7 levels of the KobeSystem
Same animal. Different beast.
Consumer Response - Announce
7 day takeover of @nikebasketball twitter channel.
Consumer Response - Leveling
Consumer Response - Level 2 Adaptation
Consumer Response - Level 1 Success Consumer Response - Level 4 Explosion
Consumer Response - Level 5 Domination
Consumer Response - Level 3 Perception
Create Culture
Consumer Response - Pro Answers Integration
Consumer Response Notes
VIP Seed Kit
Product Superiority
The Vault LA Installation
Nike Basketball
BCD: Colin Leary
BCM: Tony Hellberg
DD: Andy Pawlowski
DP: Brian Aster
BD: David Creech / Corey Stephens / David Brady
PR: Rhona Marr
BMD: Melvin Lenzy
SM: Nico Harrison
Wieden+Kennedy PDX
CW: Brock Kirby
AD: Sezay Altinok
CD: Ryan O'Rourke / Alberto Ponte
DC: Dan Viens
AS: Ryan Johnson
AE: Liam Doherty
Director: Jody Hill
Index
I spent 4 years at Y&R New York, moved to Amsterdam, The Netherlands to lead the Nike account at W+K Amsterdam. Joined Nike in 2007 and spent 10 years in brand & creative leadership positions at WHQ, EHQ, and Brazil. Eyeing a creative gap in the Ad industry as well as an emerging trend of big business consultancies moving in on the Ad & Media game, I founded Levity Creative in early 2018. Levity is a cross-disciplinary, international, brand & creative consultancy scaling to the challenge.