USATF: Nike shoe launch.
A partner since 2011, Matchbook has worked with USA Track & Field (USATF) on a multitude of projects and campaigns. From reconfiguring their brand to designing their office space, to every publication, logo, and design project in-between, Matchbook has served as the organization’s agency of record for over 5 years, promoting the national governing body to elite athletes and everyday runners alike.
In 2018, Matchbook and USATF again collaborated, this time for the launch of USATF’s exclusive Nike shoe, the Pegasus 35. Every year, as a USATF sponsor, Nike generates a one-of-a-kind custom shoe for the organization to support its merchandise revenue. Matchbook was honored to be a part of the launch for USATF’s Nike limited edition shoe
- resulting in the most successful launch to date.
Matchbook first set the strategy for the campaign. Brought to life by the idea of a left brain versus right brain (analytical versus creative) approach, 2018’s custom shoes feature one blue and one red shoe. This shows a delicate balance of, and need for, coordination between each side, similar to the alignment of our design and content. We looked most toward social media to hit the highest reach and potential for conversion.
In preparing creative, we enhanced their merchandise marketing practices from graphics into animated and multi-image shares. Strategizing a ‘render to reality’ component, we generated a video that took the shoe from blueprint to final form. A 360-degree video was also created to highlight all attributes of the shoe, and emphasize the unique, two-toned pair.
To bring the campaign to life, we engaged audiences and influencers to share their own story about the two tones from this perspective and further the conversation. Past Olympians, such as Bernard Lagat, posted their pair of shoe’s arrival on social media, furthering the reach and perception of the shoes. A strategic launch schedule allowed for more controlled messaging across the different platforms, and ability to set initial intrigue before igniting sales.
In the first two months, USATF saw a 132% increase in revenue from the 2018 launch compared to 2017, selling out of the majority of its limited-edition product. The launch video post alone garnered nearly 15,000 views, with engagement in social media promotions consistently in the thousands. In the first month of launch, visitation to the online merchandise store was up 83% from the previous month, with sessions nearly doubling one month into launch.
Setting the right intentions through this campaign, USATF saw immediate success in hitting their sales goals and velocity for the 2018 Nike release. Matchbook was thrilled to be a part of such an exciting endeavor, and looks forward to the continued collaborations with USATF.