Nike - Innovative printed communication materials

Nike Inc. is currently the world’s largest provider of athletic shoes and apparel.
Actively engaging in the design, development, manufacturing, and worldwide marketing and sales of footwear, equipment, and accessories.


The Nike UK sales team attend seasonal conferences all over the UK, promoting the new Nike product ranges on offer to retailers. The Guerilla team was challenged to create a series of high value and inspirational items that would be distributed at their spring and summer product launches.

Nike Michael Jordan
Lance Armstrong Tiger Woods

Working with the Nike marketing team and using the Nike ‘lead’ theme, Guerilla added ‘Don’t follow’ as a proposition, creating a hardback, limited edition brand book, a Nike branded ’swatch’ product catalogue and branded Nike USB wristband.

Rodger Federer

During this campaign, Nike had a partnership with JJB stores in regard to Running footwear and apparel, and as part of this partnership JJB had selected 5 men’s running shoes and 5 women’s running shoes which will constitute the Nike running footwear range in JJB stores. Nike were concerned that running enthusiasts were not being informed about the beneficial technology of the various shoes on the shop floor, and the difference between the ranges & prices was being ignored. They want to improve shop floor staff’s knowledge of the technology so they could better inform customers.

Pauls Radcliff
Nike running footwear range packaging Nike
Wayne Rooney

To harness the competitive edge of the sales team, as to reinforce the new range, the Guerilla team designed and built a unique Nike themed sports quiz game which was pre-loaded on to the USB wristbands. Packaged in a custom designed box sleeve, the game contained thousands of questions, varying in game-type rounds, from multiple choices to picture styled rounds. The game added another dimension to the launch, forming the basis of a sports personality quiz with launch attendees all wanting to win the event, as well as creating a high-value gift that the sales team could use long after it had finished.

Michael Johnson
Don't Follow…
Nike never let your head hang down tennis player logo
“Our brief was challenging as Guerilla had to come up with innovative printed communication materials that would have real value and be delivered within our budget. We are very pleased with the end product and how smoothly the process went.”
Nike brand book campaign image
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