Nike - Vesey Jersey Customisation

NIKE / VESEY

JERSEY CUSTOMISATION

NIKE UNITE WEMBLEY & NIKE UNITE CROYDON

Female empowerment within football

Jersey Customisation was a celebration of football, women and encouragement. Nike hosted this in celebration of the Women’s World Cup, allowing Members to customise their own jersey in collaboration with Vesey and women’s football enthusiast platform This Fan Girl. Members from the This Fan Girl community led a 90 minute workshop through conversations of the upcoming World Cup, the Lionesses, whilst adding creative input on relatable designs.

Nike Members in the midst of designing their Nike Park Jersey

For the activation, Doodle Development’s challenge was to manage both the product design and collection event, allocate supporting staff members, produce designs, source a relevant host, production of gifting elements and produce a clear layout for the space’s on the day. Additionally, Doodle was responsible for both the run of show and budget management. To create full transparency with the client, Doodle Development produced a 3D Model of the event space to show the placements and accessibility.

Customised Nike Park Jersey that is being displayed on an easel in a shop window, facing outward.

Male Nike Member wearing a Carhartt T-shirt writing on a Nike Park Jersey using a sharpie pen. The writing is in graffiti style font.

Nike Member designing a jersey at Doodle Development's activation

In regards to design, patches were drawn up that were utilised for both the event and gifting. These patches were placed as examples across the tables to give members inspiration, allowing them to select ready-made designs for ease. Additionally, using these elements, Doodle produced sticker sheets, tote bags and footballs, in partnership with Vesey. The footballs were an important addition to gifting, as this was the tool to encourage women to take part in football.

The last part was a football guide, designed in-house and featuring all England games, as an incentive to join in and watch the games.

Partnering with This Fan Girl successfully brought an authentic host to the activation, leaving a presence through awareness and enjoyment of women’s football. Additionally, by collaborating with Vesey, who are a partner of Nike, also kept the authenticity within the activation, as their main responsibilities include producing football jerseys.