As one of the strategic partners in wholesale, the evolution of Nike brand on Footlocker’s e-commerce & digital properties was one of the key brand strategy goals. During the period between 2013 – 2016 SO DIGITAL created and implemented numerous digital brand projects on Footlocker.eu that were aimed at elevating Nike and associated brands. Projects ranged from creation and implementation of bespoke interactive animated banners for campaign launch support and Footlocker exclusive releases to major brand flagship stores like Jordan flagship store on Footlocker.eu. Important to note is that SO DIGITAL solutions and services and Nike digital branding support were adapted to the current technical capabilities of Footlocker’s e-commerce platform that was evolving over the course of years. Major projects were realized through operational alignment with Footlocker marketing and IT teams and were the result of digital vision alignment of both the brand and the retailer. All digital brand projects were implemented with e-commerce primary goal – conversion. Thus, no brand storytelling was allowed to reduce loading times and conversion which was limiting in terms of the amount of animation / graphic layers and ‘wow’ features possible. 

 

 

Jordan Brand is a signature shoe and athletic wear brand owned and created by the legendary basketball player Michael Jordan. Jordan Brand possesses significant cultural weight in streetwear culture, proven through its yearly flagship shoe releases at its annual event, each garnering tremendous reception from the media, industry, and public. Initially focused on creating basketball shoes, the company has since then expanded its offerings to produce a variety of ready-wear and leisure attire. In 2017, Nike reported wholesale revenue of $3.1 billion from its Jordan brand alone, up 13% from the prior year, compared to total wholesale Nike brand sales of $28.7 billion. The brand was the fastest growing line for Nike in the year.