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Nike - NRC Underground Social Takeover


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 


Content Creation
Social Strategy & Execution