Nike JDI Day
Every year, Nike shifts the focus to their employees for an immersive day of events and activations called Just Do It Day or “JDI Day.” For this year’s celebration, they asked us to take the lead on their three highest profile activations.
Of all the events during JDI Day, Park Jam was a heavy favorite. The concept was to bring New York streetball to a Nike parking garage and make something truly memorable. With programming that included a 3 on 3 tournament, shoe trialling, break dance classes, DJ’s, footwear gallery, games and merch, and celebrity appearances, Park Jam was the spot.
It’s not every day you get to work with a true legend, Howard White, or “H” as he’s known by insiders. We wanted to create a live broadcast talk show with H and various high profile athletes. Featuring Nigel Sylvester, Sheryl Swoopes, and others, the show was an opportunity to hear their stories, and best of all, their interactions with H. The other star of the show was the band, H White and the Believers, starring Ron Wright, Tinker Hatfield, and Wilson Smith, all legends in their own right.
.Swoosh is the virtual arm of Nike and has grown at a frantic rate since Nike made the move to the virtual landscape. To celebrate this presence, the .Swoosh team wanted to create an experience resonant with gaming lounges found across Asia. Working with the facilities team, we were able to transform a dull conference room into a convincing lounge that hosted global gaming tournaments throughout the day and even showcase some of the newest unreleased games from EA Sports in a confidential, invite-only, secure area.
A Day of Nike
Nike’s JDI Day is a global event celebrating the people that make Nike one of the greatest brands in the world. Interwoven with sport and celebrity, it’s the most important unifying event of the year for the more than 80 thousand employees around the world.
And the epicenter of it all is the WHQ in Oregon, where we were invited to help conceive and bring to life three independent immersive experiences for the day. From a NYC streetball themed event, to a late night talk show, to an e-sports gaming lounge, our team was able to bring these unique, diverse activations to life.
Working closely with the Nike teams, we created strategies and concepts that reflected the brand intent of JDI Day as well as the aspirations of the individual categories. Once the strategies were set, we moved quickly into execution and designed the spaces, experiences and programming that led to a very successful JDI Day.
Each of the three activations needed to be unique and required it’s own identity system, including branding, copywriting, wayfinding and messaging.
Once everything was approved, we moved into production, overseeing fabrication, printing, and QC. We also handled on-site QC, coordinating deliveries, installation, staffing, and strike. Our team remained on-site at all three activations to ensure everything went according to plan. Which it did! According to our clients, JDI Day 2023 was the smoothest they had ever experienced.
- Strategy
- Concepting
- Consumer Journey
- Copywriting
- Brand Design
- Collateral Design
- Experience Design
- Stage Design
- Environment Design
- Production
- Quality Control
- Run of Show
- Resourcing
- Vendor Management
- Staffing
- Installation & Strike