Nike: BOHA

Air Force 1 Advertising

Advertising Campaign Proposal Agency 
 MEET OUR TEAM

HEIDI OLIVIA BROOKLYN

ANNIE VOGT
FALLON PARKE ZEIER

CREATIVE ACCOUNT COPYWRITER &

ART DIRECTOR
DIRECTOR EXECUTIVE ACCOUNT PLANNER
A LITTLE BIT
ABOUT NIKE

 Nike strives to expand the potential of human beings of all backgrounds.

 They are facing trends of digital purchasing experiences from their consumers

 In the recent years, Nike has reported issues pertaining to financial performance.

 Net income fell 10.3% between fiscal year 2018 and 2019, followed by another drop of 6.8% in

2020

 This is the issue that our agency is tackling for this campaign. 
COMPANY ANALYSIS: TRENDS & OPPORTUNITIES 

● The digital trend within the footwear industry is revolutionary, creating opportunities for Nike
to set new industry standards regarding technology. 

○ We will see less usage of Nike brick and mortar wholesalers, and more emphasis on
ecommerce

● The Air Force 1 itself brings in average revenues of $800 million per year for over 1,700 color-
style variations of the shoe. 

○ Mostly sold online for utilization of customization tools 

● This creates an opportunity for financial growth with the online sales of the Air Force 1 
MARKET & PRODUCT ANALYSIS: 
MARKET

Nike holds the highest market share for footwear, at 36.33 %.

Revenue is currently at $9.33 billion in the 2020 fiscal year.

VALUE

The footwear segment of Nike is worth $24,947

Footwear makes up 66.7% of Nike's segments 

POSITIONING & IMAGE

Nike is a popular, trendy, and quality brand in which consumers will want to align
themselves with 

When people buy from Nike, they know that they are getting top-quality products, and its
logo has set it apart from other brands so that is easily recognized by consumers.  
COMPETITIVE ANALYSIS
• The brand is known for their quality products and the appeal of how stylish they are.
• Nike has such an advantage over other companies they have built a “moat”, limiting the entry
PRIMARY of new competitors in the business.
COMPETITORS
• The cost savings associated with a larger corporate size allowing them to place financial
earning gaps among competition 
• Nike needs to keep up with the way market trends are leading and to stay ahead.

PUMA

NEW BALANCE

ADIDAS
OUR TARGET CONSUMER

Demographics Psychographics
• 18-40-year old's • Enjoys sporting and
• Gender and class exercise
inclusive  • Drawn to athleisure
fashion trends
• Values comfort &
versatility 

Lifestyle &
Geodemographics
Usage
• Influenced by social • Found in urban and
media rural communities
• Will pay for quality • Includes a variety of
• Style is their identity cultural backgrounds 
• Wears shoe everyday
OUR MARKETING OBJECTIVES 

Our marketing objective focuses on a growth of digital presence for Nike. 

For Nike to stay on top of sales and market share, they must meet this trend of
digitalization. Through the advertisement of the Air Force 1 shoe, we can
highlight the Nike online shopping place, and the extensive customization it can
offer of the shoe.

By the end of the year, we want to see a 10% increase in online sales
and an increase in web page visits by 15% by the end of the year.
OUR COMMUNICATION  OBJECTIVES 
AWARENESS PREFERENCE
We intend to create awareness among 90% of the target audience Our goal is to retain Nike’s spot as number one athletic footwear
within a period of one year. This can be done by using repetitive brand preference among its consumer audience
message advertising. • Seen through top spot of market share
• “Make it personal”

KNOWLEDGE CONVICTION

We plan on creating interest in the brand among 70 % of the Our goal is to have customers believe that Nike does the most
target audience in one year. This can be done by to have each Air Force 1 shoes customized to their liking.
communicating information about the features and benefits of • Seen through the usage of the personalization feature on
using the online store to purchase the shoe  the Nike online shop
• Personal design features   
CREATIVE GUIDLINES
We will be implementing a unique selling proposition strategy to highlight the customizable feature
of the Nike Air Force 1 sneaker.

It will support our claims of superiority and a persuasive advantage over our other primary
competitors

The campaign will place emphasis on the unique personalization options of Nike’s online retail
shop, allowing consumers to create their own version of the Air Force 1

This will drive customers to the Nike retail website, ultimately increasing digital presence and sales
for the company.
The advertisements will feature a colorful version of the Air Force 1 sneaker placed on top of a
piece of similarly colored artwork or photo collage.

“Make it Personal” will be out slogan in bold

Image should balance each other; offering harmony and cohesiveness.
Created to entice the audience, suggesting personalized customer experience.   
 BILLBOARD
ADVERTISMENT 
Target Audience:
18 to 40 both male and female 
All socioeconomic classes included

Objective:
Increased awareness of ecommerce platform for Nike

Our Plan:
To place billboard in the cities of Orlando, Los Angeles, and
New York City

Rationale:
We will be able to hit large amounts of people to ensure brand
awareness.

Timing:
They will be out for nine months: flighting schedule They will
be placed by the beginning of November to the end of July.
 INSTAGRAM ADVERTISEMENT
Target Audience:
18 and 26 both male and female
All socioeconomic classes included

Objective:
Growth of digital presence for Nike, specifically for the Air Force 1.

Our Plan:
We will hit our target market on the social media network Instagram to deliver our message.

Rationale:
75% of IG users reported to be 18-25-years-old.

Timing:
We will be using a pulsing schedule: two months on, one-month off

Cost:
Assuming 75,000 clicks @ $0.20/per click  150,000
 WEB BANNERS
Target Audience:
18 and 26 both male and female
All socioeconomic classes included

Objective:
Growth of digital presence for Nike, specifically for the Air Force 1.

Our Plan:
We will highlight and increase digitalization, specifically the online retail benefits of
the Nike Air Force 1 shoe

Rationale:
These ads are static but provide a direct link to the Air Force 1 website, making it a
quick and easy way to create traffic when consumers are already online.

Timing:
We will be using a pulsing schedule: November to October

Cost:
$100 (production cost) + $8,100 (network cost)= $8,200
 PUBLIC RELATIONS
Publics:
We will be focusing on publics outside of the Nike Company. The general public is aware of what Nike is and what they sell, but we want to show our
consumers what we provide and why our product is superior.

Objectives:
To provide more in-depth information about the campaign and about the product. This will show consumers the shoe is timeless and continues to hold to
highs standards

Description:
Our press releases shows our consumers a more detailed report of what our campaign is all about. The Air Force 1 has not changed much over the
years, but we wanted to “Make it Personal” by providing the option to customize their shoe

Our Plan:
We are planning a product launch press conference event at Nikes brand new, “Flagship” store in New York.

Rationale:
A press conference is a great cost-effective way to generate publicity for a brand or product.

Timing:
The weekend after Thanksgiving to fall in line with Cyber Monday demand

Cost:
$500 (catering) + $2,000 (celebrity accommodations) = $2,500
 MEDIA FLOWCHART 

The ‘X’ represents when

We have also included the
the advertisement will be present
in the media costs for each form of
A blank space means that it will not marketing by the end of
appear at that moment in time the campaign.
 CAMPAIGN BUDGET 

• Here is a comprehensive budget of how much each media type will cost us during the entire
campaign.

• We feel as though we got a lot of bang for the Air Force 1 with a relatively smaller amount of money
due to the usage of digital platforms over many traditional advertising methods.

• We feel very confident in the efficiently and effectiveness of what this budget provides.  

 For further information and more detailed
coverage please see our campaign portfolio

Check it out!
THANK YOU