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Nov 21, 2009
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Home / Advertising and PIB / Case Studies / Just a T-Shirt (2007)

Just a T-Shirt (2007)

Agency: Wieden and Kennedy
Budget Range: $5-10MM
Percentage of Print in the Media Mix: 75%+
Unit Size: Spread
Other Media:
Media Mix: Case studies that are magazine dominant, 75%+ of total budget

Objective:

The objective of the Just a T-Shirt campaign was to introduce the Nike Sport Essential T-Shirt as the ultimate training partner. We wanted to change the mindset of athletes that a T-shirt is not just a T-shirt.

Target Audience:

Age 18-34, College Students

How Magazines Were Used:

Magazines allowed the campaign to showcase Nike’s premier athletes in dynamic training situations and gave the T-shirt authenticity as a training tool. By placing the executions in a large number of publications we were able to launch the campaign with high impact.

Results:

Overall and bulk sales soared

Industry Awards:

27th Annual Kelly Awards Finalist

Other Recognition:

Comments:

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