The Nike Book 1 is the long-awaited debut of Devin Booker’s Nike signature sneaker. Entering his ninth year in the National Basketball Association (NBA), Booker has built an elite resume with 4 All-Star appearances, a three-point contest championship, a 70-point game at just 20 years old, and the newest Nike athlete with his own signature sneaker. But what makes this basketball shoe stand out from the rest, and what factors attributed to making the Book 1 Nike’s fastest selling basketball sneaker? This marketing case study dissects the Nike Book 1, its marketing campaign, and why this sneaker sold out within minutes upon its release.
The Book 1 isn’t your typical basketball sneaker. It strays away from Nike’s futuristic style, and instead brings a retro build that can be worn on and off the court. But don’t be fooled by the old-school look, the Book 1 still features modern technology that prioritizes durability, injury prevention, and traction. Nike could have easily gone with the “functional” route within their marketing strategy. However, functionality doesn’t always equal an instant sell-out. So what did Nike do instead? Let’s take a closer look:
Nike continues to improve its campaigns by sharpening its short-form content and storytelling. Since its target audience was males between the ages of 15-25, this was the perfect storm for Nike to leverage these two skills into a new campaign. Let’s break down Nike’s perfect storm and the tactics that led to its successful marketing campaign.
- Influencer Marketing: Nike did a phenomenal job of incorporating superstar level talent into its marketing campaign without overtaking the light from the sneakers. Hall of Famers such as Shawn Marion, Diana Taurasi, Kevin Durant and Penny Hardaway not only grabbed the viewers’ attention, but represented as the third party, giving approval for customers to purchase the Book 1.
- Consumer Connection: This 30 second clip is a speed run through Booker’s entire life. Since his humble beginnings in Grand Rapids, Michigan, to his defining moments in Phoenix, Arizona, the Book 1 wasn’t formed overnight – it was designed and forged through years of discipline, execution, and love, a story that every viewer can relate to.
- Emotional Appeal: This is the greatest factor for why this ad went above and beyond. Nike’s campaign featured Booker’s parents, and most importantly, their love and support for him as he grew into his dream. The Book 1 is byproduct of Booker’s professional dedication and love for his family, a dream that everyone holds to tightly.
- Effective Pace and Style: The Book 1 marketing campaign isn’t just about the sneakers, it’s also about the game of basketball and the speed at which it’s played. Basketball is a fast-paced game that revolves around a series of 24-second possessions. The correlation between the pace of the ad and the pace of basketball is not only fitting, but critical to the campaigns’ success.
There were a few shortcomings within this ad campaign that could be improved upon in future deliverables. Let’s look at the aspects that could have taken this ad to the next level
- Physical Product Performance: Since the Book 1 is a performance basketball sneaker, it’s fitting to have clips of him playing in his shoe. These clips serve two purposes. First, it gives the customer a visualization of how it would look on the hardwood; and second, it adds credibility to the sneaker’s design and quality. If the Book 1 is being worn in-game by a player who makes $36,000,000 dollars a year, then it passes the test to the average consumer.
- Unveiling and Unboxing: Giving customers a glimpse of the Book 1 unboxing is like sneaking a peak at a Christmas gift before the big day. Companies like Apple and Louis Vuitton sell these moments by prioritizing their packaging and the process of unboxing their products. Luckily, customers aren’t looking for an elaborate unboxing experience, but showcasing what is included gives insight on what customers can expect when they buy the Book 1.
Because this add had such an emotional appeal to the consumer, Nike’s Book 1 SOLD without fail. Selling out within minutes, it’s clear that the marketing campaign left a positive impression on Nike’s target market. But what can Nike do to take the Book 1 to new heights?
During NBA warmups, Devin Booker would debut new colorways of his signature sneaker in iconic colorways from other Nike sneakers. Whether it was the ‘Shattered Backboard’ or ‘Neon’ colorway from Nike’s Air Max 95, social media was flooded with positive feedback towards these player-exclusive colorways. Hence, if Nike were to release new variations, going the retro route would be the most promising without question.
The Nike Book 1 is the first chapter to Devin Booker’s basketball sneaker line. Not only does this sneaker have a unique build, but also a one-of-one story that roots a strong emotion appeal within Nike’s target audience. Stories sell, and Nike leverage Booker’s upbringings and family ties to wrap one of their greatest basketball marketing campaigns ever created. It’s no accident that this sneaker sold out within 15 minutes, and Nike will continue to build off their recent success by creating stronger and more creative marketing campaigns in the future.