12-01-27:

Nike Sportswear American Made

American Made is an original idea and concept from A World Beneath. American Made is a story about the dream of making it in America. The main characters are Nikes classic varsity jacket, Sweden’s first NBA player Jonas Jerebko and Hip Hop artist Adam Tensta. The story was told through web tv series, events, retail, PR, social media and basketball event in Stockholm, hosted by Jerebko and Tensta. The winning team was given the grand prize - a trip to Detroit.

Results were:
-All Nike Destroyer jackets sold out during the campaign.
-More then 1.2 million views on the web tv series, doubling the target number.
-More then 250 positive pieces of media coverage, 250% over target.
-Jonas Jerebko had 10 minutes on TV4 national morning show
-The number of Facebook fans of Nike Sportswear doubled.
-More than 10 000 people interacted in social media.

-More than 500 000 relevant hits on Google for Nike American Made during the campaign period.
-More than 1000 people attended the final event.
-American Made was mentioned in media in more than 50 countries.
-Nike Destroyer Jacket was mentioned as the season must have garment by all important fashion magazines in Sweden.
-The web-tv series was spread to thousands of blogs and web pages across the globe.

Awards
The project was awarded silver in Spinns category "Consumer Campaign of the Year"
The project was nominated in two categories at European Excellence Awards

For more information please contact:

Johan Grönberg