Nike Considered – Getting corporate support and cross category engagement for the Considered Ethos.
The product manifestation of Nike’s CSR efforts was the product line Nike Considered. Considered started as a handful of successful products targeting influencers and evolved into a business unit at Nike Inc. The Considered Team’s charge was to spread the Considered ethos across the various categories but first they had to sell in the opportunity to the Nike Leadership team on a corporate and category level. To do so they had to present a cutting edge understanding of sustainability and how that intersected with brand, from both a consumer and cultural point of view. The Considered Leadership Team asked Ci to leverage The SHIFT Report™ body of research and develop a research and brand framework for Nike category leaders (Running, Jordan, Basketball, Golf, etc) and the Global Leadership team that clearly showed the consumer, cultural and marketplace opportunity for category engagement.
The result? Category and corporate engagement starting with one of the most successful Nike business units: Jordan.
The first cross category manifestation of the Considered ethos is a high performance Jordan basketball shoe, the Air Jordan XX3, which developed a new process for stitching to eliminate toxic glues.
