In 2021, Nike came to us with the challenge of creating experiences that truly connected with the Barcelona skateboarding community.
Since Nike created the Nike Experiences tool, they had successfully engaged the running, training, or football communities. But with skateboarding... it wasn’t as easy. Plus, this category had a lower budget to spend on member acquisition.
We leveraged Skate Agora (a Lateral Thinking own project) as the enabler of the skateboarding community in Barcelona, and created a framework that consisted of 3 experience tiers based on recurrency, from big events that took over important cultural moments for the skateboarding community, to weekly free skate sessions to introduce people to the sport.
We also themed experiences based on 5 key communication territories to align with the Nike SB brand strategy:
Skateboarding School, to grow the base skateboarders.
Core Skateboarding, to respect the legacy.
Empowering Female Skateboarding, supporting the rise of female skateboarding from 10% to 25% of total skaters.
Gen-Z SB Community Hub, phygital experiences to connect with the younger skaters.
Community Impact, sessions for at-risk collectives.
Since 2022, when we started, we have measured and optimized our experiences and the results have been positive:
+4500 Nike members engaged
+240% member increase FY22 to FY24
+200 events
…and there is till more to come in FY25.
