Wholesale or partner retail has historically been a major revenue driver for Nike. Among, today more than 30,000, retail partner that generate around 70% of Nike’s business, there are just a handful of accounts that bring in a lion share of the wholesale business and as such are considered as strategic accounts. The Parreto rule or the “80-20” applies in Nike’s case as well, so 20% of partners generate about 80% of the business in each territory (North America, EMEA, APAC).
Operationalizing the centralized execution of digital brand strategy through tiered production support of Nike’s wholesale.com partner accounts across Western Europe markets was the main role of SO DIGITAL. Successfully navigating the complex ecosystem of categories, products, brand, brand managers, brand directors, country managers, and retail account needs with array of digital brand products tailored to each account's specs within tight campaign launch timeframes was the main challenge of our position. High volume, high stakes, intense communication, coordination and alignment across vertical levels of organization to successfully launch new product releases and support them with digital assets on time and on brand across 14 markets and across 50+ partners was our daily work context. In course of three years we’ve delivered on average 5-9 campaigns and product launches per week and continuously sustained premium branding excellence that established Nike as a dominant digital brand across online retailer partner network in Western Europe and EMEA region. While we have worked for all Nike product categories and category team, total 10 of them, majority of work was done for key categories a such as Football, Running, Training, Basketball and key wholesale partners in EMEA such as JDsports, Footlocker and Intersport. All digital brand projects were implemented with e-commerce primary goal – conversion. Thus, no brand storytelling was alowed to reduce loading times and conversion which was limiting in terms of the amount of animation / graphic layers and ‘wow’ features possible.
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