Activation PlanBranding & Strategy
Despite its unsurpassed success in the athletic apparel industry, Nike’s golf sub-brand, Nike Golf, sought to establish itself in the competitive market through a unique and engaging activation at the U.S. Open. [ 2 one 5 ] Creative needed to increase Nike Golf’s presence at the prestigious event in a way that resonated with Philadelphia culture and its residents.
To achieve such a high level of awareness at the event, [ 2 one 5 ] Creative developed an activation plan for Nike Golf consumers that played into their love of the game and their love of Philadelphia. Centered around the course itself, Nike’s target market, and Nike’s product/apparel line, the ultimate fan experience was created at the city’s very own Merion Golf Club.
Brand Identity/Brand Strategy
A specific logo for the U.S. Open emphasized Nike’s dedication to the sport of golf while maintaining the company’s sophisticated and elegant style, keeping within their overall company brand standards.
A branded map highlighting key points of interaction with the Nike Golf brand and the city of Philadelphia was created to introduce the endless possibilities at the Open. Revolving around nine holes, this map included ‘stops’ with the Gear Shop, Club Demo, and local food/drink companies. Infused with both the Philadelphia culture and the Nike lifestyle, this map encouraged social engagement on all levels.
[ 2 one 5 ] Creative provided Nike Golf with a unique activation that allowed their target audience to be involved with the brand’s experience in the digital space and in person. This also allowed for the possibility of consumers and athletes to use their product line in a non-selling environment, while reaching a new audience to become brand loyalists.