Nike x Chipotle — Why They Should Collaborate & How We Would Run It
We are always covering others ads, social and marketing campaigns/creative, but this time around we wanted to show off how we would do it, if we could ( I mean Chipotle or Nike, give us a shout).
While, at first glance this may be an eye-roller as you find yourself saying
“not another meaningless “Collaboration.”
And we get it, we even wrote a mini blog post on Instagram detailing a new way to introduce collaborations with the shoe brand, Packer. Actually hoping this starts to become more of thing.
Either way, when you dig in and look deeper than just the huge brand names, there is something special that could come from these two wildly audacious brands.
In LA guac is quite literally king. There is no meal to great where a little guac can’t be added.
Los Angeles is also home to the legendary Nike Cortez known for its chill, laid back aesthetic, with a side of classic — due to the silhouette and simple design.
Chipotle, as a brand has done wonders in helping grow the narrative around guacamole, and while it wasn’t born in LA it was birthed in the neighboring state, Colorado and is native to the western side of the US.
Much Like Chipotle, the roots of Nike have been bred and defined much of how the West Coast operates, thinks, and innovates.
So, why not connect them. For us the premise stems around the fact that both Nike & Chipotle believe in transparency.
Transparency that is achieved through innovation, quality process/ingredients/material, and a hunger to continually serve the freshest.
It was well known the battle Nike has had to endure around how their shoes are made as well as the exploitation of labor (both in creation and promotion). This would provide an opportunity to showcase exactly how their shoes are made, with no need for poor labor quality.
Always Fresh — Made To Order Sneakers
The campaign would utilize a pop-up shop set up on Fairfax St/Melrose St that will allow customers, who order and customize a limited edition pair of Nike Cortez sneakers through a co-created app between Chipotle & Nike, to see some of the process of their shoes being created.
The store would be set up much like a Chipotle restaurant but behind the counter would be shoemakers dressed in chef outfits.
The audience would then be able to walk through the line, seeing the different options that they had ordered on the app being put together and at the end served to them in custom packaging for their freshly made shoes and slipped into classic brown Chipotle x Nike bag with handles.
Within the app users will be able to set a specific time to go by the pop-up store to get their shoes as well as choose between the base colors, bright/dark green, gold, red, white, orange and share their rendered creation on social media.
Extra Guac? Always.
For all the strategist out there thinking about what more of the nitty-gritty of the campaign, it would look something like this:
- Objective: Garner more brand awareness and affinity amongst millennials & Gen Z by focusing on an ever-growing subsector of fashion, sneakers. Focus will give life to the ever-popular guac.
- Rollout: Primary driver will be through the Nike app, with a “Chipotle Mode” added to it and geofenced only to the Los Angeles area. Users will be able to customize their pair of shoes given prescribed colors for a few main portions of the shoe.
- Promotion: We will utilize Instagram, IG stories, Twitter and third party media sites like highsnobiety, hypebeast, and complex to leak information about collab and build hype.
For us this campaign seems fairly full-proof and we’d love to be a part of conducting something like this so Nike, Chipotle, you down??
We’d also love to hear your thoughts on this campaign or any campaign ideas you’ve been dreaming up so reach out to us!
