Nike space hippie how to#
How to applyĮven if the company has an established brand such as Nike, you want to keep the story relevant to the product brand. How far back do you tell the history of a company, especially a company with a long history such as Nike? It is too easy for the story (and customer) to be sidetracked. It’s easy to get distracted when telling a story. Why, then, did it choose to focus on the story of a journey to Mars? They have other initiatives in their factories, as well as recycling at the consumer end. Nike had begun looking for new ways to reduce the environmental impact of their materials. In 2005, Nike had a prototype range made with recycled materials called Considered. It could have focused on the credentials it already has on sustainability.
There is another way Nike could have played the brand story. In other words, make the customer the adventure hero of the story. It pays to allow the customer to make an active choice. The customer asks: What difference can I make to save the planet? The Nike brand answers: Here’s the shoe that fits. The Space Hippie story’s genius is that the customer is transformed by optimism when buying the sneakers. In every story, the hero begins their journey with self-doubt. What kind of person do they want to be?.In Donald Miller’s book, Building A Story Brand, he asks the marketer to answer for their product: They are now heroes of the story told by wearing Space Hippie. When a consumer buys a pair of Space Hippies, the choice transforms their identity. By selecting these sneakers, it could also fulfill a childhood dream: to become an astronaut. By choosing Space Hippie, the customer endorses the need to protect the environment. Nike has created a story where the customer can insert themselves into the narrative. Make Your Customer the Hero, Not the Product Who is the hero of the Space Hippie brand story? Here are three lessons we can take away from Nike’s brand storytelling this year.ġ. It shows a good idea is still a good idea, even when applied to extreme situations. We became painfully aware of what limited resources mean.
For many Westerners, the lockdown was their first taste of panic buying. Nike could not predict the lockdown, but the idea happens to be a visionary one for this moment. They then repurpose and recycle objects over time in many ways. They take what they need from what is around them. The NASA-inspired idea of in-situ resource utilization is about working with space junk found while on deep-space missions. In particular, the concept of in-situ resource utilization. While reviewing the carbon impact of the materials and processes, they mused on discoveries by NASA. Two years ago, the Innovation Kitchen at Nike came upon the idea after witnessing a solar eclipse. Even the shoebox it comes in is repurposed material printed with plant-based ink. Plastic bottles, T-shirt materials, and recycled post-industrial scraps create the Flyknit Yarn upper. The sole is Nike Grind rubber (15%) and recycled foam materials. The “This is Trash” tagline could neatly fit on a placard at a protest. As retail shops in major markets closed, the PR, marketing, and sales all happened online. The instant resale price climbed to $4,000 per pair. Delayed by the lockdown, once they released the shoes, they sold out in minutes. Nike first announced their release before the pandemic in February 2020.
The unique selling point? The components include recycled plastic bottles, material, rubber, and industrial waste. Nike Space Hippie is a collection of four pairs of sneakers.
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