an EV subscription service app design by brand0
Original concepts made
by Brando™
for Nike
THE APP IDEA
THE RESEARCH
FULL PRESENTATION
THE FUTURE OF SPORT STARTS HERE
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JUST
DO
IT.
"Everything you need is already inside"
NTC
JDI
≠
≠
NRC
so... what's the difference?
ALL SPORTS: Learn, practice and compete against friends, teammates and the world
USER-GENERATED CONTENT: Post challenge videos with featured Nike products
TEAMS: Create and interact with your very own team(s)
NO FEES: No subscriptions or ads
MARKETING BENEFITS: Improve the quality of data collected from the future of athletes
EVERY BODY* essentially acting as an influencer for Nike
and so much more...
JUST DO IT is an app that looks to increase the average amount of exercise done by Nike's target audience, while also further improving Nike's sales, NRC/NTC/SNKRS usage and brand perception.
Exploiting the market that exists between the space of today's athletes and their digital fitness life.
JDI HAS
"... I can only help with the mechanics"
- Bill Bowerman
LEARN THE
EXERCISE.
WIN AS A TEAM.
GET TO KNOW YOUR KICKS.
TRAIN LIKE A PRO.
COMPETE AGAINST THE BEST.
Share JUST DO IT challenges across your favorite social media platforms
The swoosh is a symbol of Nike's global leadership.
​
It will enter only those markets that it thinks it can dominate.
With JDI, Nike looks to dominate this form of social media marketing while also spending less dollars on advertising.
JUST DO IT.
every body* is essentially an influencer for Nike
the next generation of athletes* love TikTok
(Which is an app the U.S. is currently considering to ban)
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most downloads for any app ever in a quarter - Q1 of 2020
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Gen Z & Millenials make up about 75% of all of its users
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35% of users participate in challenges
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16% of all video content is tied to a challenge
100% of JDI's UGC
<
PROBLEM
Decline of exercise in the target audience
Lack of presence in this new space of social media
click the graph to see the full study conducted by: Meyer, J., McDowell, C., Lansing, J., Brower, C., Smith, L., Tully, M., & Herring, M. (2020)
SOLUTION
JUST DO IT the social media game for sports
32% REDUCTION IN PHYSICAL ACTIVITY !!
Physical activity
Sitting time
Screen time
Total
population
Self-isolation
Stay at home
Social distancing
People who used to be active prior to COVID-19 are not being active
The following graph depicts the mean change in behaviors from before to after COVID-19 public health restrictions in those adults who were previously meeting the government recommended dose of weekly activity.
Data collected from the next generation of athletes* via
JDI
USER 1964/800,000,000
only receives ads for: tennis, basketball, golf, running, drifit clothing, hot new sneaker release dates, nrc, ntc, snkrs, gear that matches his teams colors, women running gear around valentines
may be eligible for: exclusive Nike experiences, early release access, discounted products, free delivery
​
Eddie
is active: plays tennis, basketball and golf
is very competitive: consistently tries to beat his friends JDI challenge records
is social: has teams with 3 different friend groups on JDI
is trying: runs every now and then with his girlfriend
is stylish: likes dri-fit t-shirts & polos
is a sneakerhead: wears rare basketball sneakers to chill
@EDDIEKNOWS
@EDDIEKNOWS
133 times
a JDI record
you won 20% off your next pair of Nike Mercurial cleats
(12-16 age group)
JUST DO IT.
This app gives every athlete* in the world a chance to achieve their own greatness, putting the company in a unique position to give back to those who are giving it their all. Just imagine how many communities would benefit from a helping hand offered through Nike Digital with the data collected from JDI.
EVOLVE IMMEDIATELY
HOW GYMSHARK LEVERAGED INFLUENCER MARKETING TO BECOME A $500M BUSINESS IN JUST 8 YEARS...
TIkTok launched in 2018
HOW IT WORKS
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Gymshark regularly creates fitness challenges
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Those challenges are recreated by influencers
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Followers & fans repost themselves attempting the challenge
followers are then drawn to purchase the clothing being worn by influencers in the challenge videos
BE A SPONGE.
"Employees at Nike are encouraged to be curious and open to new ideas, whatever their source"
Video about me (the source) and my marketing experience coming soon...
JUST
DO
IT.
makes it easier to stay on the offense
for the next generation of athletes* to learn/practice/compete
for Nike to sell/market/understand the next generation of athletes*
JDI