Nike Move To Zero
We had some seriously ambitious goals, and we took bold steps to achieve them. And as time was of the essence, we did things differently. I ran a series of Innovation sprints with Nike to design a set of in-market pilot experiments to understand and improve the impact of Nike’s sustainability initiative “MTZ” – MOVE TO ZERO.
The first move was to assemble an extraordinary team of sustainability advocates from across Nike. Together, we brainstormed and generated hundreds of initiatives to elevate MOVE TO ZERO. Among those ideas, we focused on in-store activity that not only raised awareness but also drove customers from offline to online, giving the movement an extra boost and capturing vital research data. We then designed and installed our ideas into action in the Nike Unite store in Osdorp, Amsterdam, as the testing ground. We used innovative new materials “Fluff” and “Grind” from Nike to create the POS elements, this ensured that everything we said and did stayed true to the cause.
We launched three live pilots:
Athlete Advocates: To strengthen the in-store profile of MOVE TO ZERO, we enlisted, co-created and trained a dedicated team to advocate for the cause.
Move to Zero Collection: We created a standout display of MOVE TO ZERO products to catch the customers’ attention and highlight Nike’s commitment to sustainability.
Checkout MomeMTZ: This pilot involved communicating MOVE TO ZERO messaging as an intervention at the retail checkout, right when customers were making their purchases.
Gathering data was crucial to our approach. By carefully analysing the results from the pilots, we could inform our next steps and refine our strategies. One of the most exciting aspects of this method was its adaptability. This data-led approach could be applied to any challenge, regardless of the team involved.
MOVE TO ZERO wasn’t just a slogan – it was a call to action, and thanks to this process Nike now have the skills and the proof to refine and roll out these pilots.