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Nike
Nike Pro Combat
September 10, 2009
Nike was launching a new protective base layer product into the market called Pro Combat. Where our competitors were positioning their equivalent product as protective, our strategy was to position the apparel as an offensive tool. The base layer changes how you feel and therefore how you perform when you put it on. It helps transform the wearer's mind-set from the civilian to the athlete. The product has a unique honeycomb pattern which we used to visually represent this transformation into the alter ego on the field.
Nike was launching a new protective base layer product into the market called Pro Combat. Where our competitors were positioning their equivalent product as protective, our strategy was to position the apparel as an offensive tool. The base layer changes how you feel and therefore how you perform when ...
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