Nike Underestimated
There’s always a story, and then there’s the story of what really happened. The Underestimated Podcast has been a crucial tool to preserve the Nike history and share untold stories that might never be heard otherwise.
Producing a compelling podcast series was just the beginning. We (and Nike) still needed to package the content and launch it to nearly a quarter-million employees. We created an identity for the series and all the launch assets needed to set the project in motion.
The Story Behind the Story
Nike is a brand built on stories. And to help uncover and preserve some of their greatest stories, the brand asked us to concept and produce a podcast with longtime Nike vet Greg Dube as the host. With our mission to bring these stories to life, the Nike podcast, Underestimated, was born.
Our journey started with a simple task to "start a podcast for Nike." Working through the strategy, we began uncovering the format, style and content that would make the podcast compelling and highly entertaining. This podcast is meant primarily for first-line employees, so it needed to really speak to the possibilities that working at Nike creates.
Once the content direction was settled, we set about designing a ground-up identity and packaging system that defined how Underestimated would exist within the Nike ecosystem.
Moving into production, we took the lead and produced all the episodes to date, capturing the audio, working with the talent directly, and defining every element of the podcast. We even created an original soundtrack to ensure that Underestimated had an ownable and recognizable intro and outro.
All post-production was done in-house, creating a fast, dynamic working relationship with Nike and their intensive approval process. This has allowed us to hone in on the content that works best for the audience as well as the Nike Comms team.
The result is a group of amazing stories that exist nowhere else in the Nike landscape, offering a glimpse behind the curtain of what it's taken to make Nike the greatest athletic brand in the world.
- Strategy
- Planning
- Production
- Post Production
- Music Scoring
- Copywriting
- Brand Identity
- Marketing Assets
- Art Direction
- Project Management
- Talent Management