Nike: Nikecraft WearTester Program

Repositioning Tom Sachs’ Nikecraft Brand

Tom Sachs has always been touted as an artist who reaches beyond the artistic elite to incorporate DIY salt-of-the-earth principles into his art. But the Tom Sachs’ Nikecraft brand stood in stark opposition to this approach. The prime example being the Nikecraft Mars Yards, one of the most exclusive(and expensive) Nike collaborations ever created.

To reposition the Nikecraft brand we took an exclusive test shoe, the Mars Yard 2.5, and created the Nikecraft WearTester program where average consumers would wear the shoe every day for two months. This pushed not only the shoe itself to the limits, but stretched the way sneakerheads thought about exclusive product. By seeding the WearTesters who were nurses, teachers, and sanitation workers rather than traditional influencers, we began shifting the brand positioning of Nikecraft as a whole.

EXPERIENCE

• Brand Strategy

• Campaign Strategy

• Influencer