The foundation for Nike’s “Energy Marketing” through ‘The Business of Hype’: Drieke Leenknegt
Mats Hansenlinkedin.com
The foundation for Nike’s “Energy Marketing” through ‘The Business of Hype’: Drieke Leenknegt
In 1985, Nike held a 24-hour shoe design contest. Nike was struggling. Their stock dropped 50%. They had to lay off people. Adidas, Converse, and Reebok were all selling more shoes. So in a panicked attempt to find creative talent, Nike held a shoe design contest. The winner was a corporate architect named Tinker Hatfield. “Two days after the compe... See more
A list of 10 principles from an early internal memo at Nike, long before the company grew into a global brand. This list is rumored to have been written in 1977 by the first head of marketing, Rob Strasser, and was shared decades later by lead designer Markus Kittner.
“1. Our business is change.
2. We're on offense. All the time.
3. Perfect results co... See more
“1. Our business is change.
2. We're on offense. All the time.
3. Perfect results co... See more
James Clear • 3-2-1: On Simplifying, a 5-Step Process for Nearly Anything, and Collaboration | James Clear
Favorite quotes
1/ Every great creator is sharing their DNA and experiences with the world. Some spread it through art, some through music - but for me, it's through product.”
2/ Jay-Z bought a pair of construction Timberland boots from me every weekend. I got to see why these different stars and heroes of mine liked the product that they liked. ... See more
Really appreciated this spicy LinkedIn post from Chris Davis (CEO and heir to the New Balance empire) on their recent collab with Amine.
"Never hear of Aminé? That's not the point. Tapping into the “creator economy” is an increasingly utilized tactic by brands to ignite commercial return. But is that the right approach?
If you are a brand that "spon... See more
"Never hear of Aminé? That's not the point. Tapping into the “creator economy” is an increasingly utilized tactic by brands to ignite commercial return. But is that the right approach?
If you are a brand that "spon... See more
been gone for a bit, did i miss anything big?
Hype became a dirty word, and longevity increasingly feels like a myth.
Virality got conflated with relevance, while relevance comes with the curse of becoming imminently passé. Whist new gen brands like Corteiz are propped up by persistent presence, institutions such as Apple resist exploring their own hype, choosing omnipresence instead.
This beg
One of the benefits of producing consistent creative work is that it comes with a narrative network effect: The more people who know and love the story of an object, the stronger the tie to that object becomes. For a brand like MSCHF, success might not always come from money—sometimes, it comes from products that reinforce how they want to articula... See more