Work History / Nike Sportswear, Los Angeles
Nike x Stranger Things x BAITA sneaker hunt that joined the SNKRS app to the street
On July 20, 2019, Jimmy's Los Angeles team staged a sneaker scavenger hunt across San Diego during Comic-Con, with SNKRS, Netflix and BAIT, for the third season of Stranger Things. San Diego was the pre-release. The official launch followed at BAIT on Melrose in Los Angeles on August 13, 2019, the market launch date.
Brand · 2019
| Project type | Online to offline product launch |
|---|---|
| Industry | Athletic and lifestyle footwear, entertainment partnership |
| Seat | General Manager, Nike Sportswear (Los Angeles) |
| Ran through | Nike |
| Dates | July 20, 2019, with the project dated July to August 2019 |
| Location | San Diego for the pre-release on July 20, 2019. BAIT on Melrose in Los Angeles for the official launch on August 13, 2019 |
What it is
In February 2019, Jimmy's strategic plan workshop for Nike Sportswear in Los Angeles listed a weakness: the team had no plan for a marketplace that joined physical and digital retail. Building one was set as a long term goal.
Five months later, on July 20, 2019, Nike's SNKRS app and the neighborhood team, which serves Nike's boutique accounts, staged a city hunt in San Diego with BAIT, a sneaker boutique, and Netflix. It was timed to the launch of the third season of Stranger Things, during Comic-Con. The goal was to build awareness of the storytelling inside SNKRS and to increase Nike memberships.
What Jimmy did
- Oversaw the team that staged the scavenger hunt with BAIT and Netflix across San Diego during Comic-Con.
- Set the goal as awareness of SNKRS storytelling and growth in memberships, through an experience that was part analog and part digital.
- Oversaw the team that joined the SNKRS app experience to a neighborhood retail partner, BAIT, gave exclusive product access to San Diego, which his record describes as an underserved market, and reached a new group of consumers during Comic-Con.
- Planned two further drops after the first, to hold the consumers the hunt brought in.
- Listed the project in his fiscal 2019 year-end review as a fall 2019 priority: lead the physical and digital BAIT x SNKRS project.
Results
- 70% sell-through across three sequential launches.
- A 97% engagement rate and 99% product pickup.
- KITH took part in the launch with a full buildout at its West Hollywood store. It was not part of the scavenger hunt.
- Coverage from KGTV, KFMB, KNSD, KSWB, Kicks On Fire, Hypebeast and Complex.
- His record describes it as Nike's first digital meets physical (Phygital) scavenger hunt through SNKRS.