2020

NIKE

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Naming Strategy
Concept Proposal

INFO

In 2019, Nike partnered with Asian food delivery service EASI to release Melody Ashani’s Fearless AJ1’s through the app. Over 16k people tried to purchase the limited edition sneakers and everything sold out in less than 20mins. In early 2020, Nike approached R/GA to scale this pilot into a full service. I worked on the original proposal, defining the name and concept of the service before another team jumped onboard to evolve it. This project was put on hold during the COVID-19 pandemic and has since evolved into something different entirely.

AGENCY

R/GA