Midnight Minds Collective

NIKE CORTEZ
CAMPAIGN
NATIONAL 50TH ANNIVERSARY
 WE ARE
MIDNIGHT MINDS COLLECTIVE
MMC recognizes that people build community.
Our work is rooted in enhancing the human experience;
if it doesn't add value, it's not MMC quality.

Aseem Agarwal Ali Al-Kaabi Esli Cruz Linh Nguyen Jiyoon Ro Jenna Schaefer
NIKE AIR MAX 270 AIR JORDAN 1 NIKE AIR MAX 97 NIKE CORTEZ NIKE AIR MAX VERONA NIKE BLAZER MID '77
 AGENDA

01 Research & Insights

02 Recommendation &
Strategy

03 Tactics & Logistics

CAMPAIGN SCOPE

KEY OBJECTIVES
OBJECTIVES
Design an upper-funnel, omnichannel campaign covering
audience overview, channel strategy, and strategic opportunities
to help Nike connect with youth in North America.

Include the release of the campaign during Cortez's 50th

anniversary to celebrate the history and heritage of the shoe
Use the Cortez shoe to connect Nike to Gen Z/A to drive long-
term growth authentically
THE APPROACH

COMMUNITY MEETS
COMMUNITY MEETS CORTEZ
CORTEZ
RESEARCH
&
INSIGHTS
BRAND + CATEGORY INSIGHTS

Cortez Culture
Simple and classic design
Accessibility and price point
Hip-hop and L.A. street culture
Unites communities
Globally known and iconic

Athleisure
Staple, casual clothing
Versatile and fashionable
Quality and durability
 Improving engagement and
APP RESEARCH experience on the app ecosystem
will effectively drive D2C sales

High expectations High frustration

Low satisfaction Low sentiment

Hispanic Population In The U.S At A Glance

18.9%
of the U.S population

Chicago
California, Texas, San Jose New York City

and Florida
hold half of the U.S Latino Los Angeles

population San Diego

Phoenix

El Paso
Accounted for about Houston
San Antonio

half
Miami

of U.S population growth

 OOH
Social Media

VSOD Apps

Seek live experience

Create personal
Primary media relationships with brand
consumption platform 34% of Hispanic media Feel connected to Hispanic audiences use
Entertainment and viewing time communities apps significantly for
shopping inspiration search and purchasing
Stay close with friends
purposes

Media Vehicle Insights

TARGET AUDIENCE INSIGHT
Hispanic Consumer
Value relationships & community
Look for honesty, equality & collaboration
Primarily use apps
55% of consumers purchase higher quality
items despite price
27% of consumers buy athleisure based on
identity and expression
Secondary Audience
72% of Millennials value mental health
Enjoy treats and rewards
GEN Z
Age: 18- 24
Community involvement
Identity, well-being, and technology
Preference athleisure wear
Quality, durability, and value
GEN A
Extremely young
Highly influential pocket
Digital-first and tech-titans
Value brand sustainability
RECOMMENDATION
&
STRATEGY
Target Market
Collaborative Trailblazers
Demographics Psychographics/Behaviors
Hispanics Embraces emerging technology Media Consumption
Age: 8-35 Express identity through purchases
30.6M Total Pop. Feel respected through quality Collaborative Trailblazers
United States Expects brands to be moral leaders consume most of their
media through:
Live in: Values authenticity & transparency
Big cities Fans of sneaker culture
Suburbs Wants brands to empower them Youtube
TikTok
Consists of: Wear Cortez to express
hybrid employees Facebook
Uniqueness
students Instagram
Unity be a part of a greater
fashion enthusiasts community
 Primary Audience Segment

Demographics
Age: 8 - 25 years old
Gen Z & A living in large urban areas
21M Total Pop.
Education: Bachelor's or below

Psychographics/Behaviors
Sneaker-heads and fans of athleisure
Belief in community support
Spend income on clothing and entertainment
Take immense pride in the outfits they wear

Media Consumption

Tech-Fueled
Tech-Fueled Eager to interact with brand beyond the
storefront channels
Interacts with content on Instagram,

Campaigners
Campaigners
TikTok, and Youtube
 Secondary Audience Segment

Demographics
Age: 26 - 30 years old
Millennials living in urban & suburban areas
9M Total Pop.
Education: minimum of a college degree

Psychographics/Behaviors
Wears Cortez to stay hip, prideful, & nostalgic
Enjoys treating themselves
Spends $ on children and siblings
Cautious shoppers spending on high-value items

Self-Care
Media Consumption
Self-Care Facebook for family
Instagram for entertainment

Spenders
TikTok for DIY

Spenders
Pride In Every Step
The Cortez is a canvas with decades of inspiration and pride. It is
deeply rooted in Hispanic-American heritage, with each
community wearing the shoe with a sense of purpose. The shoe's
versatility enables each trailblazer to connect with their culture
and to individualize how they take pride in every step.
 KPI'S
Primary 1 Primary 2
Drive awareness of Foster buzz & conversation
Nike's celebration around Cortez's re-entry
for Cortez into the marketplace
Primary 3
Program unique ways to
activate Nike during moments
of cultural significance

Secondary 1 Secondary 2
Drive product sell-thru via our Drive user visitation &
D2C physical & digital engagement with
destinations Nike app ecosystem
 The strategy centers around inspiring

MEDIA STRATEGY audience members to develop their styles

through inspiration from the campaign's
celebrities, communities, and cultures.

Phase 01 Phase 02 Phase 03

Eve ry Ste p
Push the Pace The Collective
Togethe r

Awareness
Consideration Consideration
Consideration
Loyalty Advocacy
Conversion
 INFLUENCER STRATEGY
ATHLETES
3 Athletes represent original strategy & NA campaign
Athletes selected based on characteristics such as resiliency & hustle
Example 1 ) NA athlete is JTA
Undrafted Mexican-American NBA player who rose from undrafted to a gritty role player
Athletes will deliver on crucial asks from social media posts to pop-up attendance

ARTISTS
ARTISTS
10 artists from 10 most hispanically dense cities will be selected based on the geographic analysis
Example 1) Maria Gaspar
deals with issues of justice through physical space
deals with exposing spaces that amplify power structures (like prisons, detention centers, military spaces)
Artists based on
Identity as Hispanic, resilient, and innovative to create art outside the box
Trailblazers & Community Collaborators, embodiments of the soul of the campaign
Artists will deliver on critical asks along with creating a city-based Cortez to compete with other artists on a national level
 BRAND SAFETY

AD FRAUD

Safety and TRANSPARENCY

Transparency AUTHENTICITY
 TACTICS
&
LOGISTICS
 PHASE 1
PHASE
Push The Pace1
Flights: Flight 1, 2 and 3 (Dec 1 - Dec 31)
Total Spend: $8,000,610 (47%)
Impact: 852,121,875 Impressions
 Flight 1 (Dec 1-17) Flight 2 (Dec 11-31) Flight 3 (Dec 18-31)

12/04
KPIs
KPIs
Primary 2 & 3 KPIs National Sock Day
Primary 1, 2 and 3
Secondary 1 & 2 Secondary 1 & 2

Cost 12/12
Cost Cost
$5,070,360
$65,000
Green Monday
$2,865,250

Media Platforms
Youtube
Media Platforms 12/18
Media Platforms Nike App
Spotify National Free Shipping Day
Spotify Nike physical stores
CONSIDERATION

Instagram
Instagram SNKRS App

CONVERSION
Digital Display
AWARENESS

Snapchat 12/24
Streaming
TikTok Christmas Eve
Bus Stop Interactive Ads
Facebook
(OOH)
Twitch
PR placements
Pinterest 12/31
Keywords New Year's Eve
Experiential (Murals)

PHASE 1
Push The Pace
 CONTENT TOUCHPOINT: CONTINUOUS

Stage: Awareness

Vehicle: Instagram
Content Deliverable
Instagram story posts featuring the Cortez in
an outfit and other candid moments in their
everyday life with the Cortez. Must tag Nike
and use the hashtags #comocortez

groovy.george This is how is how I style my Cortez

Juanonjuan10 This is how is how I rock my Cortez style
#comocortez
#comocortez

PHASE 1
Push The Pace
 PHASE 2
PHASE
The collective1
Flights: Flight 4 and 5 (Jan 1 - Feb 18)
Total Spend: $3,787,150 (22%)
Impact: 490,121,875 Impressions
 Flight 4 (Jan 1-21) Flight 5 (Feb 1-18)

KPIs
Primary 2 & 3
KPIs 01/01
Primary 3
Secondary 1 & 2 New Year's Day
Secondary 2
Cost
$3,437,150
Cost 01/03
$350,000
Health Wellness Day
Media Platforms
Spotify Media Platforms
Instagram Cortez Collective 02/01-02/28
(loyalty community) via
Black History Month
CONSIDERATION

Snapchat
TikTok SNKRS App
LOYALTY Exclusive CC Events
Facebook
Twitch 02/14
Pinterest
Valentine's Day
Keywords
Pop-ups (OOH)
Experiential (Cortez Canvas
Collaboration)

PHASE 2
THE COLLECTIVE
 CONTENT TOUCHPOINT: CONTINUOUS

groovy.george
Stage: Consideration

Vehicle: Instagram
Content Deliverable
Audience members will be inspired to
create content from previous flights and
showcase their stylish Cortez outfits.

groovy.george This is how is how I style my Cortez

#comocortez

PHASE 2
THE COLLECTIVE
 PHASE 3
PHASE 1
every step together

Flights: Flight 6, 7, and 8 (Feb 19. - March 31)

Total Spend: $5,212,240 (31%)
Impact: 645,954,250 Impressions
 Flight 6 (Feb 19- Mar 4) Flight 7 (Mar 5-18) Flight 8 (Mar 19-31)

KPIs KPIs
KPIs
Primary 2 & 3 Primary 1 & 2
Primary 1 & 2
Secondary 1 & 2
Cost 02/01-02/28
Cost
Cost
$0 $4,399,740 Black History Month
$812,500
Media Platforms Media Platforms
Media Platforms Youtube
02/26
Instagram
Instagram Instagram Carpe Diem Day
CONSIDERATION

Pinterest
Snapchat TikTok
TikTok
TikTok Facebook
ADVOCACY

ADVOCACY
Twitch 03/01
Facebook Nike Website
Twitch Nike App Women's History Month
Pinterest Press Releases
Keywords
Pop-ups (OOH)
Experiential (Seminar)

PHASE 3
Every step together
CONTENT TOUCHPOINT: CONTINUOUS

Stage: Advocacy

Vehicle: Instagram

Content Deliverable
Nike will feature the winner of the Cortez
competition and continue to engage
with Cortez lovers across the US.

Congrats to the winner of the Cortez

competition! @lisa.dobias

PHASE 3
Every step together
CONTENT TOUCHPOINT: APPS

Nike App
Primarily sell the Cortez shoe
Add AR try-on feature
Reposting audience members wearing the Cortez

Nike SNKRS App

Limited edition, local artist-styled city-inspired Cortez's will be sold
Home of the Cortez competition
Home of the Cortez Collective loyalty community

PHASE 3
Every step together
CONTENT TOUCHPOINT: OOH

Cortez Murals Cortez Carnival

Experiential Pop-Ups
Phase 1 Phase 2 and 3

Cortez Collective Cortez Canvas

Exclusive Events Collaboration
Phase 2 Phase 2

PHASE 3
Every step together
BUDGET BY MEDIUM
Digital Display
Snapchat 2.4% Instagram
2.5% 17.3%
Hulu
3.4%
Netflix
4.1%

Google Keywords
5.1%
Youtube
Facebook 16.5%
5.2%

Pinterest
5.8%

Twitch
6.2% Spotify
TikTok 15.1%
9.1% Total Budget: $15,000,000
FLOWCHART
 The Next Step for Nike

Same Sneaker.
New Generation.