With every new brand looking and feeling the same, we needed to define an own able world for Nike Fleece. With it, build the foundation for product distinction driven through inclusivity where everyone is invited to engage and experience fleece 365 their way.
In an era defined by the rise of loungewear and the evolution of streetwear, fleece has become a go-to essential for everyone. With it, competition in the marketplace is overwhelming. So how do we establish a uniquely Nike POV and reposition fleece from an essential product, to an icon and a platform of expression?
Give Nike Fleece a heartbeat. Fleece allows people to cut through the noise and discover their potential selves. Unfiltered, unconstrained. From strategy, messaging, creative direction, to production. We aimed to show Nike Fleece’s full potential and turn it into an icon of limitless expression and connection.
Inspired by street photography, we aimed to show how life happens in every frame and how Fleece is embraced by all. It connects the full spectrum of culture. From all ages, and all walks of life.
A diverse casting, key partnerships like Spelling B Champion, Zaila Avant Garde and IDK, and one goal in mind. Give Nike Fleece a heartbeat through inclusivity and individuality. No matter who you are, Nike Fleece gives you the freedom to discover your unconstrained self.
For HO21, while continuing to pay off “for everybody, everywhere”, we aimed to create a clear consumer experience and understanding of product differentiation by highlighting Nike Fleece collection benefits.
We partnered up with key catalyst to represent these categories through their true character, and continue to fuel the heartbeat of Fleece.