Nike Molds New Logo, Look for Skate Line

In support of its NKE6.0 action sportswear line, Nike Inc., Beaverton, OR, rolled out a display system in July 2005 that looked decidedly different from the usual Nike fare.At the forefront of the NKE6.0 campaign was a cast of "mutant" illustrated characters in ironic pairings that shared a visual style similar to other hip campaigns of summer 2005, most notably, the Pepsi One launch. The displays could be combined to create a mini concept shop in stores.The mutants, a series of weird-cute, large-eyed "blobs" that look unlikely to get up and "just do" anything, are Nike's answer to the more marketing-savvy subcultures of modern youth. NKE6.0 challenged the company to create materials distinct to Nike's brand while reaching an audience of kids who are historically anti-corporate. "We set out to create an identity that is based on the concept of mutating -- evolve and don't get formulaic," says Michael Hernandez, creative director of Nike skateboarding/NKE6.0. "Most importantly, don't 'market' to kids. Kids are way too smart and they can smell what is real and who is trying too hard."The NKE6.0 line features four different shoes designed for action sports such as skateboarding and BMX biking, along with apparel such as T-shirts, stretch shorts and caps. The cohesive group of P-O-P units creates a store-within-a-store environment that supports the NKE6.0 lifestyle image.Central to the shop is the "Baracade," a floorstand that merchandises four shoes on parallel shelves, atop a red base made of high-density polyethylene plastic. The system also includes a tabletop unit that displays three shoes on tiered shelves with white horizontal stripes and directional arrows creating motion and contrast. A light box featuring the mutant characters and a logo floormat complete the concept shop. Display Boys, Irvine, CA, produced nearly 400 of the displays in total.Traditional Nike branding is limited to a single Swoosh that appears within the logo on the light box, and the bold NKE6.0 title that clearly speaks its name. The mutant logo is featured on some of the NKE6.0 apparel, and Nike has created limited-edition mutant figures that are included in online shoe giveaway contests."The mark represents the duality of the mind. The 'should I' and the 'should I not;' it is a common theme in action sports," Hernandez says. "People are out there pushing themselves and learning new tricks. At any age, we all face the same realities. It is what brings us into a body of like-minded people that enjoy action sports. The mark plays off the opposites with graphic and video interpretations."In contrast to many other recent sportswear displays, the NKE6.0 system doesn't include in-store signage or graphics explaining the technology of the shoes. As part of the launch, Nike created two sites for the product line, and information and special promotions are largely Web-based. At the product website, users zoom in on a photo of any product in the line to view different color combinations and learn about product features.A second site, www.ILLVILL.com, lets visitors navigate a "town" full of links to video clips and an action-sports blog. Both sites prominently feature the same mutant logo as the P-O-P displays. Going forward, Hernandez explains, Nike plans to create additional display pieces with the mutant logo in its branding and advertising.

Nike Molds New Logo, Look for Skate Line

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