Work History / Nike Sportswear, Los Angeles
Empower HerThe women's plan for Hollywood and South Los Angeles
Jimmy wrote the women's program inside his Nike Sportswear strategy for Los Angeles, with a goal of a 50/50 business mix by 2023.
Operating · 2019
| Project type | Women's consumer and marketplace strategy |
|---|---|
| Industry | Athletic and lifestyle footwear and apparel |
| Seat | General Manager, Nike Sportswear (Los Angeles) |
| Ran through | Nike |
| Dates | February 2019 to October 2019, for fiscal 2020 and the fiscal 2021 to 2023 plan |
| Location | Hollywood and South Los Angeles |
What it is
In February 2019, Jimmy's strategic plan workshop listed a gap in women's points of distribution as a weakness of the Los Angeles business. His October 2019 plan stated the challenge in one line: she does not have an equal playing field.
Know Her to Serve Her was one of four project goals he set for fiscal 2020. In the three year plan it became Empower Her, one of three programs, placed in Hollywood and South Los Angeles.
What Jimmy did
- Set Know Her to Serve Her as a fiscal 2020 project goal, with the Lauren Halsey Air Force 1 and the women's Air Force 1 Shadow in holiday 2019, and Melrose and Coachella in spring 2020.
- Set the measure of success as a 50/50 business mix by 2023.
- Set the method as retaining lifelong relationships through inclusion, participation and access.
- Named where it would happen: Nike by Melrose, Bandier, Revolve, Shoe Palace in Inglewood and Carbon38.
- Matched product to four mindsets. The visionary got the Blazer, Dunk and Air Force 1. The sneaker obsessed got the Air Force 1, Air Max 270 and Tech Pack. The trend maven got the Blazer, Air Force 1 and Icon Clash. The sport and fitness enthusiast got the Air Force 1, Air Max 270, Pegasus and yoga.
- Committed to more points of distribution in her path, apparel that matters to her, and a community built through brand and retail experiences.
- Committed to work with Nike's women's team so the Sportswear plan rolled up into the larger women's strategy, and to grow the women's Legacy Summit.
- Took part in Nike's key city working session on the women's strategy in June 2019, on the team assigned to new commerce models.
- Drafted a roadmap from October 2019 to April 2020: the Air Force 1 Shadow launch with a women's panel at Shoe Palace, a Shoe Palace Little Tokyo takeover, a city-led Air Force 1 launch with Lauren Halsey in December, the Air Max Verona launch in February, and Coachella in April. The roadmap was marked as work in progress.