Nike created a once-in-a-lifetime marketing campaign that revolved around Victor Wembanyama and his...
Nike and the University of Oregon assembled the marketing infinity stones for their latest Air Max 1. This collaboration with the Oregon's Division Street Associates LLC not only benefits student athletes, but also painted a marketing masterpiece that sneakerheads and students will never forget. This marketing case study breaks down the University of Oregon Air Max 1, it’s successful marketing campaign, and why it illustrates Nike's relentless pursuit towards immortal excellence.
Origin Story of the Air Max 1 University of Oregon
No one has deeper roots behind the swoosh than the University of Oregon. The co-founders of Nike, Phil Knight and Bill Bowerman, both attended the university, and have since built up several organizations and programs to help students with their academic success and life during and after college.
One of the most-recent programs is the University of Oregon’s Division Street. Founded by Knight and an all-star Oregon alum cast, Division Street was founded shortly after the NCAA passed the name, image, and likeness (NIL) deal in June 2021. The brand’s mission is to “help Oregon student-athletes build their own unique brand—while making the most of their name, image and likeness marketing opportunities.” Division Street leverages the platforms of student-athletes to help them combine their passion for sports an a new academic setting. Phil Knight expanded on providing Oregon athletes with new opportunities by stating,
“We’ve put together an extremely capable group to deal with the fast-changing landscape of NIL. Led by Rosemary St. Clair, [Division Street’s CEO and Former VP/GM of Nike Women] and Christie Moore [Division Street’s VP Marketing and former Nike Sports Marketing executive] I’m confident we will bring innovation and creativity to this new world.”
Since its founding, Division Street has gone on to produce several collaborations with Nike, including silhouettes like the Air Max 1, Air Jordan 8, Air Force 1, Dunk Low, and others. The brand also produces exclusive Nike merchandise that can only be purchased through Division Street’s website, often resembling the sneaker’s color blocking and style.
Dissecting the Air Max 1 University of Oregon
The University of Oregon Air Max 1 not only resembles the same color palate as a mallard duck (University of Oregon’s Mascot), but also features intricate details that elevate the sneaker’s quality and story. The sneaker is wrapped in a premium, suede mudguard that perfectly compliments the bone-white midsole. The rest of the upper features a variety of materials spanning from suede, soft leather, iridescent leather, animal print suede, and more.
This sneaker also comes with a University of Oregon hangtag that features the University logo and Division Street’s ‘Ducks Of A Feather’ (DOAF) saying. However, the standout detail is the phrase ‘once a duck, always a duck’ embroidered in gold on the back of the sneaker. Nike packaged the sneaker in its Division Street-exclusive Nike box that has the ‘Oregon Ducks’ tagline paired with the University’s neon green color palate. In addition, another important detail that goes beyond the sneaker is that proceeds from the sales will benefit the University of Oregon’s student-athletes.
The University of Oregon Air Max 1, like most Oregon PEs, is not a widely available sneaker, totaling to just 3,000 pairs. This sneaker is available on after-market platforms like eBay, Goat, and StockX, but, of course, go for more than the standard $220 retail price. However, resell prices will be substantially lower than the ‘friends and family’ University of Oregon Air Max 1s, which were limited to just 225 pairs.
Nike's Successful Marketing Campaign
Division Street and the University of Oregon utilized several winning strategies to promote their latest Air Max 1.
- Leveraged Word of Mouth: Division Street spearheaded its marketing campaign by leveraging its audiences’ platforms to promote the sneaker. From individual creators like ad__sneaks with his photography, to big social networks like Complex NTWRK, Front Office Sports, and Sneakernews, everyone was in awe of the latest University of Oregon sneaker with Nike.
- Created Aura of Exclusivity: Not only was the sneaker limited to 3,000 pairs, but the Air Max 1 was only available through GOAT’s ‘Air Max Day’ campaign on March 26. This campaign included some of the greatest Nike Air Maxes that ranged from new shoes like the University of Oregon Air Max 1, to sneakers that were five, 10, or even 15 years old. Customers could enter to purchase these sneakers, but limited stock and high entry rates made these sneakers difficult to grab.
- Centerpiece to Collection: The University of Oregon Air Max 1 was the focal point of Division Street’s Spring 2024 collection. This collection, along with the sneakers, mimicked the color blocking of ducks surrounding the university’s campus. Predominantly integrating browns, greens, black, and earth tones, Division Street infused the University’s rich history with Nike’s premium material and branding to create one of the most sought after collections the University has to offer.
- Benefited Student Athletes: Proceeds from the sales went to University of Oregon student athletes spanning across multiple sports. The University of Oregon Air Max 1, with the rest of Division Street’s SP 2024 collection, serves a dual purpose for buyers to not only acquire exclusive Nike merchandise, but to also help student athletes make a name and brand for themselves as they achieve their academic and athletic goals.
The One That Got Away
This phenomenal marketing campaign did a great job of incorporating multiple strategies to effectively reach its target audience. However, there was one area that Nike and the University of Oregon could have utilized to completely disrupt the sneaker game and #AirMaxDay.
- Influencer Marketing: In past, Nike has leveraged signature athletes like LeBron James, Sabrina Ionescu, and others to promote their latest sneaker. This simple strategy not only reaches a wider audience like the National Basketball Association (NBA), but also gives second hand approval from the biggest names in sports. Having LeBron’s approval a sneaker creates waves throughout the sneaker, basketball, and pop culture worlds, drawing significant attention to the shoes. So whether it was James or even Phil Knight himself, influencer marketing would have taken this campaign to new heights.
Conclusion
The University of Oregon Air Max 1 combines the university’s rich history and premium materials to tell an unforgettable story that benefits both customers and student athletes. Its marketing campaign was fueled by word of mouth marketing, creator contributions, exclusivity, and Division Street’s new spring collection, creating multiple nets that caught the attention of several target audiences. As the University of Oregon continues to be the the Cornerstone of Nike, its collaborations will continue to help university programs and other avenues that further promote and benefit both organizations for the foreseeable future.
