Elevating the athletic experience is the driving force behind everything that Nike does, but snowboarders are motivated by different forces than your typical athlete. Kids growing up riding their local hill are often far more concerned with what their favorite rider is wearing than the technical function of the product itself.
With the Winter Olympics fast approaching, Nike was looking to establish themselves as a world leader in winter sports and connect to an entirely new audience. We led their first seasonal directive for snowboarding by highlighting ground-breaking product features and elevating the self-taught, scrappy nature of the sport and its heroes.
The opportunity for Nike as an outsider was to bring a new wave of product technology built on everything they’ve learned from other categories. We worked collaboratively with their internal design team to define the brand story through the lens of innovative products and the riders who are using them to shape the future of the sport. We set out to break down the common stereotype of snowboarders as lazy goofballs and highlight the athlete’s stories by revealing their tenacious nature and die-hard work ethic with a personal and intimate approach.
From video, print ads, digital and social activations, to retail and ISPO tradeshow booth design, we handled each and every aspect of Nike Snowboarding communications. The seasonal directive and film were greatly received and still hold a major presence in both print ads and digital spaces.
This was the most ambitious seasonal campaign Nike Snowboarding had ever seen, cementing their commitment to street riders and urban heroes and setting the stage for Nike's dominance in the Winter Olympics.