Nike-Gaming Brand Concept

FRONT PAGE Table Of Content Introduction ----------------------------------------------------------------------------------------------------- 2 Problem Area --------------------------------------------------------------------------------------------------- 2 Problem Statement ------------------------------------------------------------------------------------------- 3 Methods --------------------------------------------------------------------------------------------------------- 4 Process ---------------------------------------------------------------------------------------------------------- 6 Analysis ---------------------------------------------------------------------------------------------------------- 6 Strategy Solution ---------------------------------------------------------------------------------------------- 8 Conclusion ------------------------------------------------------------------------------------------------------ 8 Literature List --------------------------------------------------------------------------------------------------- 9 Reference List -------------------------------------------------------------------------------------------------- 9 Appendix 1 - Social Media Pols and Discussion ----------------------------------------------------- 11 Appendix 2 - In-depth Intreviews, transcript and notes -------------------------------------------- 12 1 Introduction This Exam, the Task consists of developing a creative concept relevant to Brand design using the keyword “ UNSPOKEN”. The goals of this exam are to test my knowledge skills and competences as a student in the area of Design and Business Brand design. The Industry I will focus on is the Gaming industry, which at the moment is the biggest form of entertainment, with an Unspoken number of followers across the globe, surpassing Television, Streaming services (Like Netflix), and Cinema. In the last decade, we’ve seen that Esports (Esports stands for Electronic Sports, which are competitions between Pro Gamers) is catching up and in some cases has surpassed the number of viewers of big sports events like Super Bowls, Fifa World cups and the Olympics Games wich all of them bring Unspoken amounts of money through adds revenue and sponsorships. Other companies have seen this Unspoken potential and are starting to dip in the Gaming industry. In this exam, I will select NIKE as the brand to work with and will create a Brand Strategy concept for the brand accordingly with the skills and methods I’ve learned. Problem Area As mentioned, several other companies, not related to videogames, have already realized the Unspoken potential of the Gaming industry, either through Esports events either by the simple online content creators in platforms such as youtube and twitch among many other Unspoken ones. Some brands in the Electronics industry, have done small adjustments to get advantages over the industry such as Samsung and LG, some companies like Red-bull, Monster have Succesful penetrated the gaming Industry hand have established themselves with small adjustments, a lot of other Unspoken brands like Gammer Supps and G-fuel are emerging rapidly bringing nutrition values to video game consumers. We’ve been witnessing also a lot of Brands Doing Small collaborations or even sponsoring some Video game content Creators and some Pro-Videogame players but not establishing themselves in the industry. An Unspoken number Video game Content creators have made their own brand and merchandise making it available for their followers in a way to profit a bit more with their brand and in attempts to generate publicity to their own platforms, but, they do not have the knowledge nor the capacity to offer something with good quality at a reasonable price. 2 Clothing/Fashion industry so far is lacking behind, we have seen small collaborations Like Hello Kitty together with pro team FNATIC making jackets exclusively for the team, Addidas together with game streamer NINJA crated Lmtd. edition Sneakers and jacket, and NIKE recently in January 2020 Sponsoring LPL and Furia pro teams providing them NIKE sneakers and designing the shirts for the team (exclusively) and making an exclusive contract with Pro Player Faker. (Esports Talk 2020) Corona Virus made even more clear the Unspoken importance of being digital in the present days, and NIKE being predominant tied to the sports activity and gyms was not immune to this market drop. On the other hand, the Gaming industry continued to grow and had in their vast majority an unspoken profit during the pandemic without effort. (Sam Desatoff 2020). Problem Statement There is untold potential in the video gaming industry that is not been taken advantage of by the Fashion industry, and by each day, Esports are being more accepted as a form of competition, entertainment, and Sports. “How Can NIKE establish themselves and take advantage of the UNSPOKEN potential of the Video Game Industry and Esports?” 3 Methods In order to gather information on the topics surrounding the industry and the company (NIKE), to gain insights, create assumptions and test these same assumptions, and make decisions, the methods that I chose was: Desk Research - I went through several articles and youtube videos surrounding the topics and collected second-hand, it's a good starting point to gather information. In-depth interview - Altho a lot of information can be found through desk research, Motivations, feelings, and more qualitative data can’t be directly extracted from it, therefore I conducted in-depth interviews to help me understand their unspoken motivations. (Kelly Angus 2013) SoMe Poll / Brief Discussion - in order to test some assumptions and understand the opinion of the majority I used pols and the comment section to get a better understanding of their unspoken opinions. (Appendix 1) Value Proposition Canvas - with information gathered I decided to organize it in a value proposition canvas to see possible solutions and decide some pain relievers and gain creators than could be Offer by NIKE as part of my solution. (Alexander Osterwalder 2014) 4 Blue Ocean Strategy Canvas - with the information gathered I realize that NIKE can stand out, even more from the competitors, and tap on the unspoken potential of the gaming industry, therefore I created a blue ocean strategy canvas to make an overview of the main competitor and how NIKE can innovate and enter in a Blue Ocean.(Renee Mauborgue 2015) 6 johnson's questions: for my brand strategy I decided to answer the 6 johnson Brand questions to make it clear and to give a structure to the strategy itself. (Johnson 2016) Verbal and Visual Audit - For the presentation of my strategic solution I will use Verbal and Visual audit for a clear and better perception of the solution and explanation of the same. 5 Process As a starting point, I went through several articles and youtube videos, to understand the industry, the consumers, and the current position of NIKE towards the industry. As I went deeper, I needed to understand the unspoken motivations and feelings, therefore I did in-depth interviews and made use of SoMe polls and comments to gather qualitative data needed and together with desk research to prove with quantitative data unspoken assumption that I started to create. To start structuring and finding some answers to my problem I used the 6 johnson questions, altho I had already some answers, to help me answer the missing questions I used the value proposition canvas and the blue ocean strategy canvas. Analysis While gathering my data some unspoken truths became obvious. It’s clear that the vast majority of Video game Creators invest in simple clothing merchandise in forms of Hoodies and shirts that increase their revenue and gives some sort of publicity to their channels. The consumers of such merchandise do it mostly because they want to support them as a fan, and bc they think it looks cool, they also admit in that the quality it’s not the best and it’s overpriced (Appendix 1-2), which is understandable, because this Pro-Gamers and Pro-streamers altho having opinions and unspoken influence power over their followers and in the gaming industry itself capable of generating trends, they are not in the fashion industry, therefore, they don’t have the capacity to produce massively, with quality and make a profit at the same time, restricting themselves with small limited edition pieces. Consumers also complain about availability, either they can’t find some merchandise because they are sold out,(Appendix 2) due to the fact of limited editions stocks and the lack of capabilities of these Gamers, or simply, some of these team uniforms created are created for the teams and not for public consumption. With the success of several video games that have the capacity of customization( Like GTA V, Fortnite, League of legends), we are seeing an unspoken influence of Video games in the fashion industry. We can also observe other Fashion/lifestyle companies such as ZARA, PRIMARK, H&M following this trend by releasing in some pieces of their collection Game related or game reference designs. Some clothing Brands, including NIKE itself more recently (2020) have started to do some moves over the game industry but not making a serious commitment, restricting themselves to offer already existing

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