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HO24 - NIKE SHOX TL
In HO24 we committed to own the Y2K narrative by positioning SHOX as a style icon for HER and creating brand distinction across the marketplace setting the SHOX business for the future.
11.1
We Inspired HER using the Global SHOX Assets
featuring EMEA Athlete Leah Williamson
Global SHOX AV
11.15
Style By continued the Shox energy in EMEA, spotlighting the TL and R4 against a London backdrop.
Style by SHOX AV
SHOX TL
KEY SEASONAL KPIs
100%
Shox TL FPR Ho24 (M/W/K)
100%
NDDC Shox TL ST Ho24
13%
Shox TL av. weekly ST (M/W/K)
MEDIA
In HO24, we created a seamless journey, focusing on the global Shox assets to drive Inspiration and complemented with the Style By EMEA assets to drive style expression and to keep her in.
KEY SEASONAL KPIs
28 October -
18 November 24
GLOBAL CAMPAIGN
KPI: Awareness
Cosmopolitan November Issue featuring Leah
High impact web banners across fashion sites
18 November -
16 December 24
11.3 + 11.17 - Premium placements on Leah’s Match days for max contextual relevance
TikTok and Pinterest in-feed formats
YouTube Mastheads and in-stream placements around style content
STYLE BY EMEA
Creator content boosted with paid media
TikTok and Pinterest in-feed formats
Print - High reach & niche fashion titles
Present in her feed across the entire campaign with brand assets
OOH
Across key 3 EMEA cities focused on the commercial and youth locations
HO24 MEDIA RESULTS
691M
Total Impressions
2.3M
Total Clicks
Y2K
188M
Impressions
(Vs. 217M expected)
16M
Completed views
(Vs. 8.8M expected)
1.2M
Clicks
Driving to Sportswear LP
(Vs. 1.2M expected)
Global Shox TL assets
STYLE BY
503M
Impressions
(Vs. 506M expected)
17M
Completed views
(Vs. 12M expected)
1.1M
Clicks
Driving to Style By CDP
(Vs. 1.4M expected)
EMEA Assets
KEY INSIGHTS
TikTok
as a top performer
Our TikTok Top View premium placements strategically planned around Leah’s match days brought 970K clicks alone, being the best performing placement in the campaign.
TikTok ads and creator work brought in the largest volume of clicks for our campaign. Proving to be an effective channel to drive product interest.
Effective AV ads
With higher than benchmark completed views across both campaigns, we see a strong resonance with the AV content.
Higher ad costs due to seasonality
Across both campaigns, we saw higher than expected cost per mille impressions (CPM) and cost per click (CPC). Due to a saturated ad market driven by black friday and gifting. Which in turn had an impact in our impressions and clicks.
NDDC
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32%
Gen Z (18-24) consumer
(vs NDDC Avg 25%)
47%
Female Buyers
(vs NDDC Avg 40%)
$450k
Demand generated just
From Targeted Comms
100%
FPR
100%
ST
SEEDING
56
Creators
H2T
Styling
Focused on
MEDIA CREATORS
We seeded 56 creators across key markets to inspire HER with different styling options
FR
UK
DE
IT
DK
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COMMS
We Served HER with style inspiration by authentically positioning SHOX as a style icon by creating visibility among a young, Gen-z consumer.
The Attico x Milan
We pursued our partnership with the luxury brand with a collaboration during the Spring/Summer 2025 Milan Fashion Week, a Premium Seeding Pack and an editorial campaign featuring a Nike Athlete Milena Baldassarri.
Milan
ADE Homecoming
Amsterdam
Supported by Nike Shox, Homecoming hosted a lunch bringing together Africa’s most talented DJ’s, music producers and industry leaders to connect, share ideas and to foster long term relationships.
RETAIL
In 220 inline doors we elevated the intersection of Sport and culture. We launched a Y2K full-family offense, celebrating Shox TL, as the most loved 2000s lifestyle classic, and introducing Vomero Roam, the new winterized Vomero to create a self-guided journey.
Key Results Wmn Lifestyle Ftw:
SHOX TL Total Sale Value
(+462% vsLY)
$600k
Nike By You x PAQ
Nike By You Studio x PAQ offered a 365 assortment of customization graphics for the supporting apparel lines inspired by the 2000s Y2K Aesthetics. Inspiring and connecting with our members and delivering a unique styling proposition.
PARTNERS
Our partners amplified and extended the campaign through paid & owned media.
POWER THE MARKETPLACE ZALANDO
We extended the energy of Shox with Zalando Gen Z Consumers through Authentic Style, Leading with Her.
Highsnobiety x Zalando Partnership inspired readers on how to style their look with Vomero Roam and Shox TL while putting innovation at the forefront.
zalando.com
54M
Viewable Impressions
410K
Clicks
SNIPES
We inspired Snipes consumer via retail and online campaign, focusing on A/E/C execution in 40 doors.
(A/E/C)
40 doors
THANK YOU
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