Creative Strategy & Ideation
‘Plus Size’ Mannequin for Nike & Fortnight Collective
Four years before the success of the Lionesses, Nike’s Women’s Sports department had to fight for every penny, and anything they did spend needed to create reverberation beyond media. Traditional advertising alone wouldn’t cut it.
Fortnight collective was a unique coming together of strategy and creative, where each discipline was expected to step into each other’s role in a desire to hothouse ideas quickly and shortlist rapidly.
Due to budget restraints, many of the suggested solutions were quickly cut, but I realized that the existing real estate of Nike Town stores could be co-opted and used to create high levels of cultural reverberation with only minimal modification and spend.
The original idea was to make a range of store mannequins which celebrated the expanse of female body types, but of the six produced, the ‘plus sized’ size 18 received more coverage than anyone anticipated.
Featured in popular and quality press editorial and debated by Piers Morgan on GMB, the value of the PR achieved was estimated to be in excess of £3m by Nike, and all without a penny being spent on paid media.
