Work History / Nike Sportswear, Los Angeles
City of AthletesThe Nike Sportswear part of the Los Angeles city plan
Jimmy was part of the team behind City of Athletes, Nike's position for Los Angeles, and wrote the Nike Sportswear strategy that sat under it. He did not lead the city plan.
Brand · 2019
| Project type | City brand position and strategy |
|---|---|
| Industry | Athletic and lifestyle footwear and apparel |
| Seat | General Manager, Nike Sportswear (Los Angeles). Team member on the city plan |
| Ran through | Nike |
| Dates | 2019. City plan dated November 2019 |
| Location | Los Angeles |
What it is
Nike named 12 key cities worldwide. Los Angeles and New York were the two in North America. Each city built a plan on four shared priorities: build unbreakable relationships, catalyze sustainable growth, incubate the future and create winning teams.
The Los Angeles plan for fiscal 2020 is dated November 2019. Its position was City of Athletes. Its vision was that by 2028, the year of the Los Angeles Olympics, every Angeleno is empowered to choose sport. It set three phases: ignite the city through fiscal 2022, inspire the nation through fiscal 2025, and move the world through fiscal 2028. It put Nike's full potential in Los Angeles at $1.5B in fiscal 2023. AEG was the venue partner. Its part was the execution at LA Live and Staples Center, including the Kobe build-out.
What Jimmy did
- Set his fiscal 2020 goal in two parts: set the vision for Nike Sportswear in Los Angeles, and support and inform the wider City of Athletes strategy.
- Wrote the Nike Sportswear strategy under the city's position. Its sharp point was that Nike Sportswear would magnify the culture of sport in the City of Athletes.
- Aligned Nike Sportswear to the city's three pillars in an October 2019 framework. Make athletes better at their sport was carried by the Undefeated training program. Enable more Angelenos to choose sport was carried by Watts and East Los. Create the future city of sport was carried by the women's ecosystem.
- Was assigned the culture section of the city plan presentation. A presenter note in the deck gives "leverage the power of sport through culture" to him by first name.
- Used the city's vision, the 2028 line, as the vision statement of the Nike Sportswear plan.
- Took part in the key city working session on Nike's women's strategy in June 2019, where the 12 cities were asked for commitments.
Results
- A Nike Sportswear strategy for fiscal 2021 to 2023 filed under the City of Athletes position, on a planned 16% compound annual growth rate.
- The city plan and the Nike Sportswear plan shared one vision line and one set of three pillars.