Nike HuddleTV
Connecting Nike’s Global Athletes
That Campaign for Nike Athletes featuring Nike Athletes
Just Do It
How can we inform, inspire, engage and unite Nike’s 70,000+ massively diverse group of global athlete’s (aka workforce)?
Leveraging Nike’s internal social platform, we developed and produced a strategic program called HuddleTV which functioned as a ritual for all Nike Athlete’s providing the central way to stay connected and build deeper more meaningful relationships with all Nike employees.
Our uniquely Nike content featured global events and Nike initiatives, inspirational and educational Q&As with celebs and executives, engagement opportunities for athlete’s to showcase their creativity and win prizes, and a safe space so anyone could share their POV and stories regardless of their position within the company.
Research & Strategy
We used our proprietary strategy practice (dumdum) and gathered inputs from a diverse group of Nike Athlete’s to unlock insights around user behaviors, communication styles, and storytelling. This foundational strategic effort paved the road for the success of the overall campaign.
Viz ID
We named the program and developing a Visual Identity for which we referenced locker room communications, playbooks and the visual language of a huddle.
Conscious Casting
We cast each episode with the most authentic voices who could inspire younger athletes through Q&As and/or tell the best story from within the vast Nike universe of celebrity athletes, brand ambassadors, corporate leaders, designers, retail employees and more.
We filmed conversations between retail athlete’s and high powered executives to break down barriers and used the social platform to crowd source questions directly from athletes in the HuddleTV Community.
HuddleTV Playbook
We developed a weekly content series designed to keep all Nike athletes informed, excited and engaged on all of the Nike initiatives and upcoming events in their home country and beyond.
Our strategic episodic format centered around high value cultural moments that would resonate globally and sparked conversation and engagement with numerous UGC contests, trivia, and other programs that rewarded creativity.
Production
In collaboration with Nike’s comms and internal production teams, we led all writing, producing, and directing, leveraging virtual production solutions. Considering we were working with a lot of footage for each piece of content, we carefully crafted each piece of content in the editorial process and finally everything was localized in several languages.
We also created a playbook including a collection of HuddleTV production best practices which left the Nike team equipped with what they needed to continue running the program themselves.
Optimization, Results & Engagement
As each piece of content went live we gathered feedback through data analytics/metrics, social listening and direct correspondence with the HuddleTV community on the platform via surveys and DMs so we were able to adapt and optimize future content on the fly.
HuddleTV is ongoing and continues to be the primary initiative for developing richer, more meaningful relationships for all Nike Athletes.
