Nike

Creation of energy to connect Dirk Nowitzki
to a broader target group

INSIGHT – Objective

To position Dirk Nowitzki as a German Nike Icon - create energy to connect to a broader target group and not only the urban basketball inspired sports fanatic.

Concept – Strategy

Dirk Nowitzki has quite a number of personal professional traits that need to be combined into one short expression. This expression should be both, an internal battle cry and a means to unite external communication activities. The potential contradiction in Dirk‘s image is based on the fact that as a professional he is close to "perfection" (a scoring machine) but as a person he is still very human, humble and down-to earth. We finally agreed on the new prototype - a mate who is rewriting the rules of the game.

Output – Impact

We developed activities (i.e. limited T-Shirts, gallery exhibitions, art objects...) that triggered a dialogue around Dirk as an athlete, as a person and emotionalized his personality within fashion inspired cultures.