REVOLVE

An athletically inspired body spray, REVOLVE has created to ease the transition from gym life to real life. REVOLVE was designed to help the active consumer accomplish their fitness, professional, and personal goals. These ideas have been realized through themes of motion and interaction through the product design with tactile material, as well as in secondary promotional components through conversational and playful copy. Additionally, REVOLVE achieves this consumer interaction in its adaptation of the classic Nike byline, Just Do it, and morphs it into a more personal question: how do you do it?. By engaging the consumer through this question, REVOLVE hopes to identify with the end user on meaningful level that reinforces the larger Nike brand.

Themes of motion and interaction were achieved with the development of a twist-bottom package. Aluminum and Polyethelene plastic deliver a tactile approach while exterior grips were added to increase the athleticism of the product design. Smoke and Vermillion colors were used to appeal to mascu-line sensibilities on the mens package. Although both scents share the same package design, it became especially necessary to use vibrant yet distinctly feminine colors to distinguish the scents. The colors Snow and Pomegranate achieve this feminine appeal, and also soften the juxtaposition between materi-als. A circular pattern reminiscent of the gripped texture of the package design recurs also throughout the media to bring further emphasis back to the actual product, while providing a visual rhythm and form language.

CREATIVE STRATEGY

ART DIRECTION

REVOLVECREATIVE DIRECTION

ATHLETIC FRAGRANCE

Recycled brushed alu-minum comprises the interior cylinder of the mens product with a natural finish

A textured smoke-colored rubber grip comprises the exterior cylinder and offers a rugged sporty feel

MENS COLOR PALETTE

MATERIALS

A fiery inspiration drove the mens palette to transition through vibrant red oranges to deep Burgundies and warm grays and blacks with Vermilion and Smoke as the primary colors and the other four colors to complement. This high contrast, masculine combination drives the branding, and packaging elements of Nike+ REVOLVE for men.

SPOT HEX032C EF4135

PROCESSC0, M80, Y95, K0

SPOT HEX186C DB5225


SPOT HEX194C B3421B


SPOT HEX506C 8A2629


SPOT HEX425C 58595B


SPOT HEX433C 162732


VERMILLION CERISE CRIMSON CINNAMON SMOKE PITCH

ALUMINUM POLYETHYLENE PLASTIC

Recycled brushed alu-minum comprises the interior cylinder of the mens product with a natural finish

A textured pomegranate colored rubber grip comprises the exterior cylinder and offers a rugged sporty feel

MATERIALS

Energetic tones from nature were the influence behind the color story for the womens product. The addition of a third hue within the womens palette of-fers a softer shift (in contrast with the starkness of two-tones mens palette) through the primary colors. Daisy and Pomegranate, that drives the branding, packaging, and advertising elements of REVOLVE for women.

WOMENS COLOR PALETTE

SPOT HEX(paper) FFFFFF


SPOT HEX1C EFF0F0


SPOT HEX102C FFF204


SPOT HEX108C FFE513


SPOT HEX234C AF006E


SPOT HEX242C 822C60


SNOW GRANITE DAISY MUSTARD POMEGRANATE AUBERGINE

ALUMINUM POLYETHYLENE PLASTIC

An offspring of the classic Nike Just Do It tag line, How Do You Do It? knows that customers are doing whatever it takes to make their athletic, professional, and personal goals a reality. Through engaging the consumer through a comp- rehensive viral component, REVOLVE strives to empower consumers with mov-ing human-interest stories of people overcoming challenges to make their goals an everyday reality.

HOW DO YOU DO IT?

Driven by themes of motion and athletic performance, movement became a critical element in the concept behind REVOLVEs product design. Package was designed that utilized rotation to activate the spray nozzle, and also to reveal information about the scent and brand. Because of the tactile nature of the product, it became necessary that the materials chosen were distinct, creating a lasting impression on the user. For these reasons, polyethylene plastic material was chosen for the outer rotating sleeve, while sleek, brushed aluminum was selected for the inner stationary cylinder.

PRODUCT OVERVIEW

REVOLVEPACKAGE CONCEPTS

ATHLETIC FRAGRANCE

DIECUTCutaway reveals brand mark and scent

TWISTRotate interior cylinder to align nozzle and spray

1.5

ANTERIOR VIEW (product illustration shown at 100%)

5

PRESS BUTTONReleases fragrance

NOZZLESource of spray

ROTATIONIngredients & copy

POSTERIOR VIEW (product illustration shown with rotation and without)

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DIECUTReveals Logo

The launch campaign for Nike+ REVOLVE is designed to reach the target base in a traditional, yet proven way. The audience is reached using humor and conversational copy, in order to appeal to those with active lifestyles. The posters simplicity promotes Nikes overall approach, although depending on the location of the magazine posters, the appropriate sex can be targeted using the different messages. The campaign is to be launched in high traffic areas of media via, magazine ads, billboards and. park posters, The attention of the viewer is engaged by vibrant colors and humorous phrase, encouraging the participant to ask how does Nike + REVOLVE body spray helm me do it?

ADVERTISING STRATEGY

REVOLVEPRINT CAMPAIGN

ATHLETIC FRAGRANCE

Our advertisements are designed to reach the specified target according to the magazine. The gender colored themes make ad placement versatile in both mens and womens magazines. So versatile that it is as simple as revolving from one ad to the next according to the fender that the magazine is targeting.

PUBLICATION

www.howdoyoudoit.com

YOU TURN IT ONIT RETURNS THE FAVOR

ATHLETIC FRAGRANCE FOR MEN AND WOMEN

RUN LIKE A GIRLAND SMELL LIKE ONE TOO


Out-of-home signage follows the a similar convention as the magazine ad series, and can be placed in areas of athletic leisure such as parks, athletic events and outdoor venues. Playful copy and the revolve mark are again utilized to bring cohesion to the print advertising strategy.

OUT-OF-HOME SIGNAGE: MONUMENTS

This out-of-home method uses two-turn billboards or an LCD display in promi-nent urban settings to display the REVOLVE message. The first board utilizes a large field of REVOLVE Vermilion together with playful copy. The transition re-veals an dominant product shot while promoting the Nike+ REVOLVE website.

OUT-OF-HOME SIGNAGE: BILLBOARDS

The viral component of the revolve product launch has become the center of the launch campaign due to its ability to engage consumers with the product directly. The launch event will take place across 5 major US cities where Nike street team reps will go out into a community for 1-2 days and install an erasable whiteboard in a prominent public place. Here, passerby can talk to the street team, receive a free sample of REVOLVE, and let their city know how they remain active despite busy schedules, otherwise: how they do it.

STRATEGY

REVOLVEVIRAL ADVERTISING

ATHLETIC FRAGRANCE

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

SUNDAYwww.howdoyoudoit.com

ATHLETIC FRAGRANCE FOR MEN AND WOMENMONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

SUNDAYwww.howdoyoudoit.com


Partnering with Nike+ has allowed REVOLVE the opportunity to plug-in with iPod. A specially developed version of the iCal for iPod has been developed to help consumers manage their busy schedules to do more.

MOBILE COMPONENT

Nike Street team members will be recruited to mount white boards like these in prominent public places such as public transportation hubs where they will interact with consumers and encourage them to write down how they make life happen to promote the product.

STREET TEAM

HOW DO YOU DO IT?



HOW DO YOU DO IT?



ENVIRONMENTAL APPLICATION

+www.howdoyoudoit.com


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+www.howdoyoudoit.com




GIVEAWAY BAGS

STREET TEAM APPAREL

A microsite will feature an online forum where users can learn more about the fragrance, where to buy it, find out if a street team will be coming to their metro area. Also, users can learn how to integrate the Nike+ iPod compo-nent to maximize their workout experience.

MICROSITE

+ home

REVOLVEREGISTER MY ACCOUNT NEWSLETTER

Nike+ users sign in

New cities announced!come see Revolve in action

Tell us how you do it Retail Locatorforum find Revolve near you

Nike+ Revolve works with iPodvideos

COUNTRY SELECTOR STORE LOCATOR CUSTOMER SERVICE PRIVACY/TERMS OF USE 2008 NIKE ALL RIGHTS RESERVED

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FRAGRANCE FOR MEN

FRAGRANCE FOR WOMEN

check out the newest line of atheltically inspired tea tree fragrances, and see how they can help you do it

let the sweet scent of Revolvepomegranate bodyspray refresh your your day and help you keep doing it

learn how you can do it

learn how you can do it

Paola ZiniUS Womens World Cup Coach tells us how she

Documents

REVOLVE