CASE STUDY: NIKE GYAKUSOU FA19
PHASE 01 : DISCOVER
Listening + Empathy → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.
FOR GYAKUSOU THIS CAME TO LIFE IN THESE WAYS →
PREFONTAINE Steve Roland "Pre" Prefontaine was an American long-distance runner who competed in the 1972 Summer Olympics. While running for the Oregon Track Club, Prefontaine set American records at every distance from 2,000 to 10,000 meters, as he prepared for the 1976 Olympics.
NIKE RUNNING PRECEDENT, 1975 this shoe is not for everybody (It’s only for those who want the best). A new version of an old favorite. The new Nike Roadrunner is a real eyeopener. Not only does this shoe have eye-opening colors, but it also has an eye opening price, $19.95.
WOMEN’S RIGHT TO RUN In 1967, Katherine Swtizer became the first woman to run the Boston Marathon as an officially registered competitor.During her run, race manager Jock Semple repeatedly assaulted Switzer trying to grab her bib number and stop her competing.
FREE TO RUN
Historical, Trend, Contextual + Competitive Research → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.
FOR GYAKUSOU THIS CAME TO LIFE IN THESE WAYS →
While researching, we discovered the surprisingly subversive nature of the running community when it was forming in the 1960s. In the beginning, runners were seen as strange and attracted the attention of the police, taking their shirts off and simply running for a long period of time for exercise. In addition, we researched vintage Japanese sneaker catalogs to draw inspiration for aesthetics and positioning, how running shoes have played roles in film and how the act of running has equated to courage and progress throughout its history since becoming popular.
RUNNING WAS A CRIME The police were also alarmed by this weird new hobby. In 1968, the New York Times told the story of Dick Cordier, a runner who was stopped by the police for "illegal use of a highway by a pedestrian."
POPEYE MAGAZINE, 1978 “It's hard to capture the feeling now, but then, it was just all so different. We had seen running in the Olympics, but seeing jogging in real life was completely strange," says former editor Yoshihisa Kinameri.
FORREST GUMP The movie speaks to Forest's lessons early in the movie concerning running and the benefits of perseverance though creating a strength in his legs were they was once weakness.
DEADSTOCK AESTHETIC a tool to merge japanese and americana of the 1970’s. This is translated into the visual language of the collection through “retro” type, colors and motif. The one and only most incredible reference in the history of the training shoe.
PHASE 02 : POSITION
Intentional Application → Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.
FOR GYAKUSOU THIS MEANT →
From here, we developed integrated strategies and positioning that brought the vintage aesthetics of the running gear with modern trailblazers who enjoy running to be featured in the Gyakusou campaign. These individuals were mavericks in their own right and used running to achieve clarity to stay sharp in their creative pursuits. Each of these influencers were then brought into Jun Takahashi’s running group entitled GIRA, the Gyakusou International Running Association. The goal of GIRA is to unite runners around the world who are less concerned about their times, but using running in a meditative and expansive manner of physical and mental self-care.
“Our path is basically the path of the heart and not the path of the mind. This does not mean that we are criticising the path of the mind. Far from it. We just feel that the path of the heart leads us faster towards our goal.” - Sri Chimnoy’s Philosophy
PHASE 03 : EXECUTE
Emergent Executions → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.
FOR GYAKUSOU THIS CAME TO LIFE IN THESE WAYS →
We developed creative direction, positioning and integrated influencer strategies that connected the vintage aesthetics of the Gyakusou running gear with modern trailblazers to be featured in the campaign. Like Jun Takahashi, these individuals were mavericks in their own right. They see running as a way to achieve clarity to stay sharp in their creative pursuits. Each of these influencers were then brought into Jun Takahashi’s running group entitled GIRA, the Gyakusou International Running Association. The goal of GIRA is to unite runners around the world who are less concerned about their times and competition, but use running in a meditative and expansive manner to achieve physical and mental self-care.
