Promote the opening of the Nike Underground sportswear destination to high school athletes.
- Developed concept and communication strategy
- Created a social media persona for the new Nike Underground that took over existing retail social media accounts
- Told story and promoted grand opening through custom graphics and posts
- A Twitter contest in which followers used clues to uncover the location of a secret passphrase in the store to win a pair of NIKEiD sneakers
- Great attendance, sales and significant growth in all social media accounts
Social Strategy & Execution