Redefining Sport at Nike
We launched a game-changing message about sport, the internal team that supports it, and a major new investment in wellness at Nike World Headquarters.
Indisputably one of the world’s best-recognized brands, Nike employs over 70,000 people worldwide — many at their 300-acre headquarters in Oregon. Of course these Nike teammates have access to #swooshlife perks like lunchtime leagues and world-class exercise facilities.
But through our immersion process, Hyperquake discovered that Nike teammates felt the organization could put more emphasis on fostering healthy holistic lifestyles. Executive leadership hoped to advance Nike’s position as an innovative industry leader in employee wellness. And the hidden team behind the campus Sports Centers wanted to take their place as a visible, fundamental part of Nike’s internal culture.
Across seven months, Hyperquake collaborated with Nike to build the messaging and brand that served all these needs — and launched it with a major party to celebrate everything that sport can be.
“I thought I was buying a brand. What I’m actually getting is a process and partnership to build our team up together.”
Justen Maron, Manager, Nike Sport Centers
Executive leadership made the choice to put their money where their mouth was. Hyperquake was asked to launch this new brand on campus with a teaser campaign followed by a major reveal at the first Thirst Thursday event of 2019. We worked with Nike event planners to develop an event that brought employee wellness offerings right out onto Ronaldo Field for teammates to discover against a backdrop of drinks and DJs — spanning Competition, Movement and Play, along with Nutrition, Mindset, and Rest & Recovery.
