NIKE WOMEN
PRINT ADVERTISING PROPOSAL & FINAL PRINT
My focus: Concepting, Creative Direction, Copywriting
Studio: Jager Di Paola Kemp Design
Creative Director: Michael Jager. Designer: Erik Petersen
For the launch of the Nike Zoom Sister One+ training shoe, we proposed setting the stage by giving training more of an emotional pull—and a voice. Training was lacking what other categories took for granted—star power, rivalries, passionate fans. We connected training (and life) advice with the features and benefits of the shoe, via a voice that was part coach, part parent, part tough-love best friend.
The final Spring ’09 print executions carried over many of the elements of the original proposal, but spoke from the POV of the Nike brand and hit more directly on the benefits of the Nike Zoom Sister One+—the most innovative and tech training shoe Nike has ever created for women.
