NIKE X JD 

APPAREL OFFENCE

LBR Club Tee, is our chosen vehicle to launch an initiative to kick-start Nike's Apparel Offence in partnership with JD Sports SEAI. A cross-functional, collaborative effort (internally and externally) dating back to FY19 to bring to life what we knew could lead the Apparel Offence with the account.

The journey started with a key insight during our SP20 seasonal buy process; that our consumers were moving off HBR tees and onto LBR tees quickly. Taking into consideration how taking a small step in the right direction could positively impact the Apparel Offence strategy we were building, we sought APLA's collaboration in assorting the collection to SEAI. There were (and still are) challenges that needed to be addressed, with the over-arching ones being securing JD Sport's long-term partnership and support for the Tee Program.

The plan, therefore, was simple: secure the LBR Club Tee assortment as positioning for JD Sports for a year (SU20 to SP21), ensure optimum levels of unit investment and use our partner marketing platform to ensure success come SU20. In SU20's Seasonal Kick-off with JD Sports the plan was put into motion, Covid-19 threatened to derail our execution, but we made a few tweaks, held fast and stayed the course. This is the recap of our efforts.  

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Planning and Challenges

Execution and Results

 

PLANNING & CHALLENGES

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challenges

  • Securing long-term partnership

  • APLA adoption plans post SP21

  • Limited distribution in TH and SG

  • Space constraints in smaller doors; KOTs, TH and SG doors

  • Delivery of all 8CCs concurrently (APLA + EMEA)

opportunities

  • Pilot to kick-start Apparel Offense and grow Apparel SOB

  • Attacking competition at $25 price point

  • Aligning with JD EMEA Club Tee Offense

  • Revenue potential of +5% total Apparel Futures

plan details

  • 4 season pilot (SU20 to SP21)

  • Execution across JD SEAI with JD MY as the primary focus

  • Minimum adoption of 8 CC assortment every season across the JD Fleet

  • LBR Club Tee maintained as positioning for JD SEA 

  • Fixed SRP at $25 

 

EXECUTION & RESULTS

We invested, through partner marketing, in the creation of assets for the launch of LBR Club Tees across the fleet. Together with the JD Marketing team, we were specific in what we were after from a story-telling perspective (evident in the most liked post ever created on JD's IG) and the unit velocity as a result spoke volumes of the effort that went live on 14th of July. A pilot test in Malaysia was also executed by creating a contest through JD's email database; the objective: to engage our consumers. This campaign will pave and inform the way we move forward with apparel. 

Asset Creation

Highlight

14,522

Likes

6.18% Engagement rate

Most Liked and highest engagement ever of any JD apparel post. 

RESULTS : BOOKINGS

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18 doors

8 ccs

9.1k units

$148k Whsl

su20

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18 doors

8 ccs

4.6k units

$75k Whsl

FA20

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18 doors

8 ccs

6.2k units

$100k Whsl

HO20

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24 doors

8 ccs

18.1k units

$295k Whsl

SP21

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24 doors

10 ccs

30.4k units

$495k Whsl

SU21

RESULTS : SU20 SELL THROUGH

*as of 30th Sept 2020*

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SU20 TOTAL : 4,492 UNITS $112,300 retail

OUR CONSUMERS

LEARNINGS

hits

  • Positive shift in JD's mindset in exploring new apparel opportunities

  • Long term investment in Club Tee program

  • Tee rack to become a permanent fixture in JD SEA, critical to maximizing ST as some stores did not have the fixture

  • Units booking increase from avg 9.4k units (SU20-SP21) to 30.4k units in SU21

  •  150% distro increase in MY; from piloting 6 doors to all doors

  • Outperforming Adidas and Puma, owning 70% SOB of tee rack revenue

opportunities

  • Stakeholder alignment: more attention to details in aligning internal and external teams to ensure full assortment lands at retail

  • Prop opportunity: underserved opportunity from SU20 to HO20 given that Club Tees were made positioning for JD during the pilot; hence, props weren't available to serve demand and expanded door adoption

  • Tee Rack Fixtures: critical for creating in-store tee destination as ST is 96% higher in stores with tee rack fixtures

what's next

  • Leverage mindset shift to trial other Apparel Offence pilots

  • Ensure consistent seasonal offering of Club Tees (8 to 10 ccs)

  • Secure JD APLA Positioning (2 ccs), refreshed every 2 seasons

  • Maintain pricing at $25

  • Secure more space on JD Tee Rack fixture

  • Consistent support through Seasonal 13wk Calendar

PRESENTED BY JD INTEGRATED ACCOUNT TEAM SEAI