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FA21 Nike Fuel Collab Concept & Brief

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FA21 Nike Fuel Collab Concept & Brief FA21 NIKE FUEL SPORTSTYLE COLLAB CONCEPT & BRIEF NICK LUCERNONI | DECEMBER 2020 LUCERNONI.COM MATERIAL JUXTAPOSITION noun. & adj. noun. Referring to both physical The result of two objects being matter and pressing, relevant seen or placed close together information or fact with contrasting effect 001 002 003 THE PARTNER STREET ROOTS - Nonprofit 501(c)3 organization established in Portland in 1999 - Offers newspapers for resale for ¢25 to their network of 800 vendors - Member of the International Network of Street Papers (INSP) - 110 independent papers in 30 countries - Community Collection in Los Angeles - StreetWise in Chicago - The Big Issue in London, Tokyo, Seoul 004 THE PLAN COLLABORATION CONCEPT - A unexpected collaboration between two institutions in the Portland Metro area - Launch a three model capsule that draws attention to experience of homelessness - An opportunity to create a formal partnership or offer a donation tied to units sold - Consider alternate means of distribution - perhaps leveraging Street Roots as a local stockist 005 THE LOCAL PRECEDENT 006 THE OPPORTUNITY WHY THIS IS THE MOMENT - The current pandemic will have long-lasting effects on homelessness well after life returns to “normal” - Today’s socio-political climate has opened the eyes of many to systemic inequalities - The theme of “walking a mile in another’s shoes” taps directly into freshly augmented empathy and collectivist thought - particularly for the city athlete 007 THE MUSE MUSE: ANDRE McDONNELL The OG Socially Conscious Sneakerhead - Founder of It’s From the Sole, a Brooklyn based nonprofit that distributes sneakers and winter garments to the homeless - To date his organization has donated 24,000 pairs of shoes - Andre represents the spirit of the new wave who see the connection between footwear and its power to help those in need 008 THE COLLECTION FA21 NIKE x STREET ROOTS (+$20/30) - N3/4 “Walk a mile in the shoes of another” - Drive energy into key sportswear models through a cause close to the city athlete - Model insights: - Lean into surging popularity of autoclave footwear (Blazer, Vans, Chucks) - Continue to drive heat behind non-SB dunk executions - Leverage retro-runner energy and prime for in-line Air Max 95 colorways Blazer ’77 High $120 Dunk Low $130 Air Max 95 $190 009 THE EXECUTION FA21 NIKE x STREET ROOTS C&M - N3/4 MATERIAL JUXTAPOSITION - Trends to leverage: - Neutrals colors: including subtle grays, sail, and off-whites - Mixed materials and patch-work woven textiles - Pre-worn footwear aesthetic (à la Golden Goose) - Juxtaposed Materials: - Naturally nappy suedes vs. Waterproofed synthetic ripstop - Rawhide leather laces vs. Haphazardly knotted paracord - Implicit connotations of wear without physically “aging” the shoes - Ex: Midsole splatter or “dirty” sockliner footprints - Street Roots newspaper inspired packaging 010 THE DETAILS NUTS AND BOLTS PRODUCT NAME SEASON RETAIL $ UNITS MARGIN TOOLING LAST DUTY Nike x Street Roots FA21 +$20 - 30 30K Each TBD N3/4 Standard Synthetic Blazer High, Dunk Low, Air Max 95 PRODUCT CONCEPT: The stark juxtaposition of luxury and necessity is conveyed through patch-worked materials across the capsule. TELL IT/SELL IT IN ONE SENTENCE Premium well-worn construction meets the waterproofed EXPERIENCE: EXPRESSION: Captures the spirit of “Walking in the shoes of another.” synthetic materialization of survival gear. PRIORITIES: CONSUMER POSITIONING: MARKETPLACE / COMPETITION: CONSUMER MINDSET / MUSE KEY GEO / DISTRO & NOTABLE COMPETITION / INTERNAL COMPETITION 1) Core construction of juxtaposed natural and This capsule speaks to the “Socially Conscious Exclusively targeting NA distribution in top tier synthetic materials. (ex: suede & ripstop) Sneakerhead” a subset of the the “City Athlete” neighborhood accounts and SNKRS. If the 2) Neutral colorization with color pops provided who has empathy for social issues either concept gains traction globally, INSP has by patchwork regions and lacing. through firsthand experience or self-education. partners in key global cities for future annual 3) A lightly pre-worn aesthetic is conveyed by expansion opportunities. details on the sockliner, midsole, or outsole. While this consumer is plugged into the next drop, a simple collaboration is not enough - One potential PDX stockist for the capsule could 4) Potential for laser embellished details & logos instead they want to see direct social change be Street Roots’ vendors themselves. attributed to their purchase. LUCERNONI 2020 THANKS. NICK LUCERNONI | LUCERNONI.COM | NLUCERNONI @ GMAIL.COM THIS CONCEPT WAS BUILT IN 48 HOURS AND IS PART OF MY “BRIEF A WEEK” CHALLENGE YOU CAN FIND MORE HERE : LUCERNONI.COM/BRIEFS Nick Lucernoni RESUME Portland, Oregon | 720-841-6996 | [email protected] | lucernoni.com EXPERIENCE: Nike Spring 2020 Cost Engineer - NSW Men’s Footwear (ETW) Beaverton, OR • Developed a tool for estimating costing midsole alternatives in NCF including component cost, processing times, and additional manufacturing considerations. Presented findings to key stakeholders and category upper management. • Led the category effort to rollout a model tracking dashboard to capture costing by gate and support TFOB setting. • Built a tool for carryover AF1 models estimating material spend and Standard Minutes for key material executions. • Collaborated cross-functionally to identify cost savings opportunities, and deliver clarity and solutions on cost drivers. • NSW Men’s Footwear FY20 “Win as a Team” Maxim award winner. Columbia Sportswear Summer - Holiday 2019 Assistant Buyer & Merchandiser I Portland, OR • Defined the consumer and market insights to drive the seasonal management of the graphic tee business. • Briefed 15 new graphic tee designs for FA20 season. • Executed price changes, markdowns, and product attribute updates to ensure continuity across channels. • Coordinated the organization of physical samples and the creation of seasonal VLP resources. • Assisted the buying and go-to-market process for footwear, apparel, and accessories for US retail branded stores. adidas Summer 2018 Global Running and Training Footwear Product Line Management Intern Portland, OR • Defined training footwear consumer segmentation for SP/SU21 product briefing. • Proposed new product range, activation, and innovation opportunities for training footwear grounded in consumer insight and market analysis. • Planned and executed physical and digital focus groups with three key consumer groups to inform product creation. • Supported strategic range decisions for 4D, Alpha, Edge, and Training product lines. • Assisted the testing of a new running technology with Futures and Advance Concepts innovation teams. Finish Line Summer 2016 Footwear Merchandising and Buying Intern Indianapolis, IN • Collaborated with partners to determine assortments and quantities to meet consumer trends and expectations. • Coordinated the writing, reconciliation, and cancellation of footwear purchase orders. • Updated and evaluated departmental assortment plans and product specific forecasts. • Articulated consumer insight analysis for planned footwear buys and product launches. EDUCATION: University of Oregon, Lundquist College of Business Spring 2019 Master’s of Science in Sports Product Management Portland, OR • Immersive 18-month program focused on the complete lifecycle of athletic apparel and footwear. • Refined skills in consumer insight research, product line management, footwear development, and merchandising. University of Colorado Boulder, Leeds School of Business Spring 2017 B.S.B.A with a dual emphasis in Operations and Information Management Boulder, CO Minor in Leadership Studies • Graduated with Distinction | Rank: 25/800 • Dean’s List eight consecutive semesters. ENTREPRENEURSHIP: Partly Cloudy Athletic Club Present Founder Portland, OR • Established a non-profit fitness organization with the goal of building an inclusive and supportive training community. • Facilitated a fundraiser that collected footwear for the local Boy’s and Girl’s Club with a retail value of $2,000. Nike Valiant Labs - Resku Spring 2019 Graduate Consultant Portland, OR • Planned and executed a multi-channel brand activation on the UO Eugene campus to build consumer awareness, collect insights, and generate sales. • Increased email list by 5% and contributed $3,000 of revenue at a 9% conversion rate in the 72 hours post-event. SKILLS AND INTERESTS: Technical: • Proficiency in PCX, PCM, GCIM, and MMX for Nike product creation use-cases. • Adobe Illustrator, Microsoft Dynamics 365, Microsoft PowerBi, Visual Basic for Applications (VBA) for Excel. Personal: • Nike product wear tester for Men's Training and NXT apparel. • As an avid sneaker enthusiast, I am interested in the blurred lines between performance and sportswear. • My greatest passion is weightlifting and physical fitness — I love the daily challenge of working to better myself. DECEMBER 2020.
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