Campaign concept and creation Alexander Wang X Nike

  • Laura Knight
This project follows a brief of creating a marketing campaign and communication strategy for a collaboration combining two different level brands. I chose Alexander Wang and Nike, a presentation and essay explains my rational in full, this was presented and received with great excitement. Alexander Wang then went on to officially announce a sportswear inspired collaboration between themselves and mass market retailer H&M which launched recently.

This concept proposed a commercially realistic proposal for a collaboration between two globally renowned brands designer luxury Alexander Wang and sports giant, mass market Nike. Alexander Wang X Nike aimed to compete in the global luxury performance-wear market, whilst engaging the target market and remaining true to the current brand identities. This proposal was based on the analysis of the growing market share of the luxury sportswear market, providing a specific marketing campaign concept and plan followed by a event generating enthusiastic interest online through guerrilla marketing. The main aim was to utilise digital marketing and direct marketing to achieve awareness short term allowing room for potential future expansion.

The presentation gave a overview of the proposal along with specific marketing communication plans that had been shaped specifically around the needs of the target consumer and current and predicted climate for this new collaboration with both brand perceptions in mind and how to control this. I decided the presentation should be sensory in keeping with the proposal the audience were presented visually with simulated digital installations , mood boards, peppermint scent humidifiers, and customised merchandise.