As Nike expanded its retail footprint to Asia Pacific, the brand found itself struggling with its identity in this part of the world. Whereas it was all about performance in the US and other parts of the world, the brand was more of a casual fashion statement in Asia Pacific. To boost sales, Nike engaged Big Red Rooster to help define and articulate a more “active” position that would resonate with a new consumer while still ringing true to the brand.
The Asia Pacific “Active” concept received high approval from all global partners and, as a result, Big Red Rooster was hired to design a new 2,500 square foot prototype store, targeting 25,000 new retail doors for this concept.
The insights-fueled “Active” concept resonated so well with Asia Pacific consumers that Nike’s 10-store pilot realized an 88 percent increase in sales. And the average selling price of graphic tees increased from $25 to $75, on average (topping out as much as $125)