Let’sdistribute approved designs nationwide, using a collaborative marketing toolkit that speaks to all roles in its production.
Niketown needed a print campaign for their 12 stores, closely tied to the ongoing advertising campaign. The messaging and visuals would be more specific to their in-store events and seasonal sales. In the pre-Internet days, each retail market needed a marketing toolkit with a CD-ROM of approved imagery and templated layouts.
The marketing toolkit focused as much on the process and workflow needed to produce elements like in-store signs, brochures, and newspaper ads. Dividers commented on how we had responded to feedback to make improvements from previous years’ kits. Sections had sports names like “Heads Up,” “Fundamentals,” and “Shots,” and these covered the gamut of brand-standards basics, detailed production instructions, approved print vendors, and “do/don’t” guidelines..
The Leap Partnership · 1997
Creative direction: David Hernandez · Design: Andrew Day · Photography: Nike photo libraries
Toolkit book and documentation
Front and back covers were to be wrapped in actual Nike reversible jerseys, black on front and white on back (descoped). Included CD-ROM of production-ready files.
Dividers responded to improvements made based on feedback from previous years.
Production overview spread
Production details spread
Abbreviated standards spread
Photography selection spreads
Sample templated assets
Newspaper ad template
In-store easel poster
Brochure front and back sides