Nike

A two-phase guerrilla campaign for new Nike Sportswear stores in Westchester and Connecticut. No traditional media. Just street teams, tear-off flyers and branded stopwatches, all built around one idea: lost and wanted skills.

ClientNike Sportswear

RoleDesign

WorkTear-off flyers, stopwatches, event ads

WhereWestchester and Connecticut

Nike 'Post More Skills!' orange tear-off poster on a city street

‘Post More Skills’, tear-off flyer

What I designed

The concept: skill as something you could post, find or lose.
Three tear-off flyers: Skills Wanted, Post More Skills and Lost! Skills.
The branded stopwatches and lanyards.
Advertising for the grand opening events.

How I approached it

Skill, as a thing you could lose

Nike has always been about athletic ability. So I treated skill like something you could actually go looking for, and I used the language of street flyers people really stop to read.

Phase 1: flyers that look found

“Skills Wanted. Qualified applicants only.” “Post More Skills.” “Lost! Skills. If found, please call.” Nike orange and black, on paper that looks like it’s been on the street a while.

Phase 2: the stopwatch

Then the street teams stopped posting and started handing out branded stopwatches on lanyards with the opening details. The stopwatch set up the timed contests at the grand openings, which also had celebrity guests.