With the impending release of their latest running innovation, Nike React, Nike wanted to build deeper relationships with retail staff and turn them into brand ambassadors.
GPJ built a mobile-first platform. A platform which enabled all retail staff to become Nike’s storytellers. Building a team of brand evangelists by creating an experience that focuses on three pillars: Training, Sharing and Play.
We didn’t want to create staff. We wanted to create a Squad. That won’t just champion the brand at work but feel it every day of their life.
The Nike React Squad campaign made sure the ambassadors received in the moment content at the right time. On the right device. Welcomed by footage from Mo Farah testing the shoes, the future React Squad were onboard.
Integrating the campaign launch into Nike live experiences in London, Paris and Berlin made sure our first sign-ups got a head start on their peers in store.
We surpassed our sign-up targets before launch delivering 386 hours of training to upskill our ambassadors, maintained 87% retention rate from React Squad pass download to content consumption through the campaign and created unprecedented levels of traffic and engagement to Nike’s brand training portal.