Nike G.T. Cut 3

Global Footprint

Working with the Nike team, we took the lead on creating the retail directive for the launch of their most innovative basketball shoe to date. Without a signature athlete attached to it, the GT Cut3 needed to show up at retail in a way that could not be ignored.

We dug into the insights and benefits of the shoe and the innovations that made the shoe a focus for Nike. What we emerged with was a visual language tied to the "cutting" benefits of the shoe. Traction, fit, responsiveness, these were all brought to life in a graphic way that reflected the play mapping of on-court players.

With this direction set, we then built a massive retail directive, or playbook, that would enable every retailer, from the most pinnacle Nike stores, through to small regional retail partners, to create their GT Cut3 moment. This directive was a "kit of parts," built as a modular system that included floor planning, merchandising, fixtures, in-store graphics, trialing, windows, and visual merchandising.

The retailers were thrilled to have such a flexible and comprehensive guide to help them bring GT Cut3 to life in their stores. These are but a few examples of how that worked in-store. Needless to say, but GT Cut3 had a very successful and memorable launch and our approach has become the template for how Nike rolls out their subsequent initiatives.