NIKE FLYKNIT
Naming
SERVICES: Branding, Naming, Copywriting
PROJECT: Developed the name and creative context for an innovative new line of Nike running shoes.
RESULTS: It was a literal Hail Mary. Self had just opened shop, and a beleaguered Nike exec asked us to solve the problem nobody on their internal teams could — create an iconic name for a new shoe that will be designed and built in a lighter weight, faster and more sustainable way. They couldn’t even email us images - we had to visit the campus for a sneak peek at a prototype.
Within one week, we presented a list of names that included “Flyknit” and the rest is history. Billions in sales. Patent lawsuits with Adidas, Puma, NB, and Skechers. A leader in sustainable manufacturing.
We’re not saying it’s the name, but…we’re not saying it’s not the name, either.
