Nike Tech Fleece

Conceive a strategy to catalyze the Nike Tech Fleece, amidst its struggle to connect with the youth, for its 10 year anniversary.        

1. Nike’s traditional strategy of storytelling through sport might work well for performance apparel, but fails for this lifestyle line. Nike has focused too much on function rather than feeling, marking the difference between sportswear and streetwear.
2. The youth care less about sports than previous generations, due to the pandemic and technology addiction, and are more driven by the aesthetics of streetwear than their performance. 
3. Leveraging the subcultures of a product’s history, and then modernizing that history with a cultural activation that reflects today’s environment, can drive impact, authentic storytelling, and ultimately, success through community. 

Leverage rap culture to activate the tech fleece, speak to the youth, authenticate the product, and drive storytelling. Generate neonostalgia by repositioining the techfleece through music that speaks to the consumers of then & now.  

Agency: Yard
Service: Strategy