Work History / Nike Sportswear, Los Angeles
Undefeated and its training programThe lead idea in the Los Angeles plan
Jimmy made a partnership with Undefeated, and its Undefeated Action Capabilities Training Program, the lead idea of his Nike Sportswear strategy for Los Angeles.
Brand · 2019
| Project type | Retail partnership and strategy |
|---|---|
| Industry | Athletic and lifestyle footwear and apparel, training |
| Seat | General Manager, Nike Sportswear (Los Angeles) |
| Ran through | Nike |
| Dates | 2019. Plan deck dated October 2019 |
| Location | Los Angeles |
What it is
Undefeated is a Los Angeles retailer. Jimmy's plan called it the city's undisputed voice of sport culture and street style since 2002. Its history with Nike ran from a Dunk launch event in 2005 to the Kobe 1 Protro collaboration at NBA All-Star in February 2018.
In June 2018 Undefeated opened a training gym in Silver Lake, the Undefeated Action Capabilities Training Program (UACTP). Its own September 2019 deck described retail space built to work as a training facility, with paid memberships, up to 100 programmed classes a week and monthly seminars. Jimmy's strategy rested on one line, grow sport to grow sportswear. His plan set Undefeated's retail, a leader in sport culture, beside its gym, a performance destination.
What Jimmy did
- Made UACTP the "big idea" of the fiscal 2021 to 2023 plan, under the pillar "make athletes better at their sport". The plan called it the most inspirational destination to make sport a daily habit.
- Placed the program in downtown Los Angeles, where Undefeated planned a second gym for April 2020 with the date still to be confirmed, and built the zone's door list around it: UACTP, Foot Locker, Bodega, Juice, Dover Street Market, Shoe Palace and the SNKRS app.
- Set the success measure in writing: partner with Undefeated to bring UACTP to market.
- Wrote goals for the program that included growing female participation from 35% to 50%, driving membership, and creating product informed by the city and the consumer. The plan marked these as potential points of intersection with Nike.
- Listed the Kobe Protro launch with Undefeated as a fall 2019 project in his fiscal 2019 year-end review, followed by the Undefeated Air Max 90 launch in holiday 2019 and performance work at the Undefeated gym in spring 2020.
- Recorded in the plan a visit to Los Angeles by Nike Sportswear's global leadership in early April, held to define what made Undefeated distinct among boutiques. The plan credits the meeting to the relationship built by the Los Angeles sales team.
- Mapped Undefeated's expansion into the plan: 25 doors across the United States, China and Japan, with gyms planned for Tokyo, New York and Shanghai.
Results
- The Kobe 4 Protro launched with Undefeated in August 2019, on the SNKRS app and in stores.
- Undefeated's training program became one of three programs in the Nike Sportswear plan for Los Angeles, dated October 2019.