This is golf, London style
Nike Golf London
CHALLENGE
There’s a new generation of creative, forward-thinking golfers out there. But Nike needed to start reaching them. The launch of a new range of performance-led apparel was the perfect opportunity.
In the zone. In zone 1.
To inspire and recruit a whole new generation of golfers, we showed them a version of golf far removed from the stuffy image often attributed to the game.
The day after the Open Championship, we recruited 20 of London’s most influential young golfers to play and learn alongside Nike golfing royalty - Rory Mcilroy and Jason Day.
Honouring the game
Taking inspiration from the archives and our location, we paid homage to the photoshoot of Walter Hagan shooting balls off a hotel roof into the Thames. To give it a contemporary twist we worked with photographer Cyril Masson. With golf balls as well as strict timelines to hit, Cyril managed to capture the perfect shots to maximise reach across lifestyle and sports media.
Inspiring a whole new generation
Both teams headed straight from a Q&A with the golfing royalty to Greenwich Peninsula driving range – and a golf event like no other.
Sky Sports live streamed the whole spectacle across their Facebook and Instagram channels. In a 20 minute challenge, our golfers faced a variety of epic tasks designed to put their skills and Nike Golf's AeroReact polo shirt to the test.
Rory and Jason led as captains and provided a unique insight into their training regimes throughout the event.
Hitting our targets
To ensure each team could quickly reach their audience with high quality Nike-worthy content, we set each of them up with a Nike Golf branded and personalised slow-mo video of their swing to share with their audience.
Reached 2 million through digital platforms, athlete channels, and partner posts, with an estimated reach of 32 million people through earned media. The Sky Sports live stream helped us reach an even wider audience, with over 300,000 live views, making it their top performing content in July.
Most importantly, all of this activity paid off in sales. Following the activation, the Nike Aeroreact Polo became the top selling product on Nike.com/Golf
Results
