Creating Nike’s new toning athletic shoes campaign was really challenging and fun. My group included Tommy, Mary Catherine, Maggie, and I and we worked well together trying to incorporate as many of the techniques we learned at the festival to create a campaign we thought would be very successful. I was personally drawn and excited to this new product and task because I have always wanted a pair of toning tennis shoes, but never purchased any because Nike did not sell them.
While we were brainstorming our ideas of how to launch and position the new running shoe, we all went around and discussed the reasons for why we did or didn’t own a pair of toning shoes. In a simple conversation of the shoe, Mary Catherine inspired us with a platform for our campaign. Brands like Reebok and Sketcher’s toning shoes promote their shoes through false advertising claiming that the shoe will tone your legs by simple everyday actions. People who own the shoes realized quickly that the effects did not last because the soles of your feet become accustomed to the shape of the shoe, which ends up counteracting its purpose. That’s where our Nike MyTone differs.
With the Nike MyTone, the sole changes as you physically progress and allows you to tone specific leg muscles accordingly. This is accomplished by the dials placed throughout the sole of the running shoe and when turned the densities are changed accordingly to what you are wanting to tone. This way the body has to respond differently to each new sole making sure the muscles are never adjusted to the form of the shoe allowing you to truly tone.
Our product will begin locally starting at the Peachtree Road Race and move to the global level when we run our commercials during the 2012 summer Olympics.
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