STRATEGY / CAMPAIGN / LAUNCH EVENT
NIKE BASEBALL
Launch a home run product.
The only pro baseball player with a signature shoe deserves a special product launch. Our challenge: bring the new edition of Mike Trout’s Nike Baseball cleat to market in a way that turned up the player’s brand and amped his connection with fans on social media.
TEAM
CD: Matt Graff
AD: Justin Lucero
CW: Kalle Crafton
Design: Mariah Archer
Cleats are more than products, they’re crucial tools to player success.
By excelling in speed, throwing, fielding, hitting for average and hitting for power, Mike Trout is the definition of a five-tool player.
A six-tool player? No such thing. Until now. We positioned his new cleat as the sixth power tool in the Trout arsenal.
Rockstar of the game.
Inspired by the collective stoke of stadium walkup songs, we drew on trends in modern music. The creative took on a gig poster vibe, and seeding kits arrived in custom roadie cases.
We went to market with a strategically coordinated campaign that launched during Cleveland’s All-Star Weekend.
All-Star Weekend launch party
For max impact, we partnered with the MLB Network, the Rock & Roll Hall of Fame, and other wholesale partners to show up on social, with media, and on the biggest stage of the fan-focused events.
ENGAGEMENT
241% increase in total accounts reached, 282% increase in total impressions, 580% increase in profile visits, 252% increase in website click-throughs.
SALES
161% increase in week-one product sales compared to previous year.
ACCOLADES
Mike Trout won his third AL MVP (he might’ve done that one without us).