For the Love of Golf
PROBLEM
Launch three footwear collections designed with strong individual themes for each Major within one season.
ACTION
We took a fresh and unexpected approach to unify all the collections under the notion that golf is hard and that everyone that takes on the game does it “for the Love of Golf.” Each Major featured a heart design that tied directly to the seasonal footwear product pack as a symbol of the collection it serves.
RESULT
The final product initiated a socially-driven campaign that generated excitement and buzz around the energy packs, resulting in sold out product within minutes doubled growth in North America Nike.com golf business during the Majors’ tournament weeks.
The Snake Pack capsule was a nod to the thick skin you need to succeed at one of golf’s toughest tournaments – Augusta National.
Safari Bred Pack highlighted NYC’s toughest course – the Concrete Jungle.
No Denim Allowed – showcased a very traditional course located at Pebble Beach highlighting ocean motifs.
Credits:
Creative Director – Damion Triplett
Art Director – Inese Silina
Production – Ken Wang & ILOVEDUST
Agency – ILOVEDUST
Photography / Retouching – Jim Golden Studio