During the period between 2013 – 2016 SO DIGITAL created and implemented numerous digital brand projects across wholesale.com that were aimed at elevating Nike and associated brands as well as achieving commercial goals. Projects ranged from creation and implementation of bespoke interactive animated banners for campaign launch support of exclusive releases, to landing pages supporting major campaigns, but also dedicated brand stores like Nike SB digital brand store on Size.co.uk and Jordan online flagship store on Footlocker.eu
The biggest challenge of implementing digital branding solutions and providing digital branding support for Nike wholesale.com accounts lies not only in the hallmark brand standards and continuous innovation demand, but also in the operating environment itself. On one side, there was an innate complexity of global organization implementing a global brand as a marketing strategy. This meant all campaign creative directions were distributed from and reported to a Global HQ in Portland. This of course, in such large organization meant multiple upstream and downstream communication flows, alignments across teams distributed across time zones, all in highly fast paced environment characteristic for a global product launch. Scope and size of product portfolio and number of categories shaped a hyper-dynamic launch schedule that knows no pause or off-season.
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