// HEADWEAR RESET //
// MISSION //
// CATEGORY-LED ANALYSIS //
Before 2020, the Headwear line followed an item-based category connection strategy. While some hats were excellent individually, many were difficult to wear or understand without being directly merchandised with the full collection. When organized together, the result was often confusing and messy.
// PROBLEMS TO SOLVE //
// DE-COMPLEXIFICATION //
// DIMENSION & ENERGY FRAMEWORK //
We established a framework that supported the new simplified strategy while ensuring consumers have a variety of choices within their favorite franchises.
// ACCESSORIES-LED CLASSICS //
365 FOUNDATION
Everyday, versatile basics connected by color to Nike’s biggest apparel franchises (e.g. Club Fleece)
// ACCESSORIES-LED MATERIALS //
DIMENSION
Consumer favorites veneered with premium lifestyle and performance materials
// ACCESSORIES-LED GRAPHICS //
DIMENSION
Consumer-right graphics that embody Nike DNA and complement apparel and footwear stories rather than tie literally to them (i.e., badge-and-borrow).
// ACCESSORIES-LED PERFORMANCE //
EXPANSION
Performance materials and construction that can be worn across multiple sports and categories
// FOCUSED CONNECTIONS //
EXPANSION
Expressive styles, connected to fewer, bigger category stories
// COLLABORATIONS //
DISRUPTION
Risk-taking styles, connected to external collaborators to provide unrestrained freshness and energy
// RESULTS //
TEAM CREDITS
Product Design: Mandy Tonyan and Kellen Couturier
Graphic Design: Sean Timson and Bojan Gavric
PM: Taylor Hinshaw, Kurt Olmstead, Oliver Swenson, and Micaella Lim
Development: Gina Pester and Trish Merrion