NIKE INC.
MAY 2025
In SU25 we embarked on the eighth season of Style By in EMEA. This time drawing inspiration from our Athenian Muse and the city of Athens where old meets new. The perfect protagonist and context for our seasonal key styles, LD-1000 and Shox R4.
Our Strategic Pillars
Inspire Self Expression
Be Her Trusted Style Guide
Power The Marketplace
Creative
This season we built on the success of previous Style By campaigns by continuing to connect with Her through the lense of style, while bringing her somewhere new with a distinct Nike TOV, inspired by sport and culture.
Athens' unique contrast of ancient history and contemporary energy made it the perfect city to rethink the possibilities within sport style.
During the shoot we captured assets to fuel both SU25 and FA25 seasons.
30
Still Assets
7
AV Assets
In social media we prioritised TikTok and Pinterest, with both creator and brand assets. We also elevated our AVs via Youtube against a line up of fashion content.
.png)
Media
With our approach, specifically tailored for the style driven consumer, we made sure Style By landed in Her path with formats and placements authentic for Her.
To date TikTok creator assets are our best performing creative, achieving the highest click through rates.
We also partnered with Dazed for their high impact with our target audience in the key UK market - as well as for their creativity and authenticity with style led content. In the partnership we asked 5 up and coming stylists to show how they style the LD-1000s and Shox R4.
Live across 29 print titles
Including Vogue, Elle, 032c, Numero, The Face, Hunger, Crack
783.5M
Impressions
Pacing at 92%
63.7M
Completed Views
Pacing at 98%
2M
Clicks
Pacing at 98%
6.8%
Creator Engagement Rate
Vs. 5% Benchmark
Digital Direct
On Nike.com we wanted to Be Her Trusted Style Guide through consistent styling inspiration and to Generate Product Love by obsessing key elements of Her journey, from high visibility in key real estate placements to sharpening target audience.
Digital Direct Learnings
High content engagement
Content engagement for overall Style By stays strong throughout different channels, however Women’s LP and App Push are clearly where the content resonates best, highlighting how important it is to serve women meaningful style inspiration.
New & non buyers engagement
For Email, new & non buyers were driving 21% demand on overall performance, while for push previous Classics buyers contributed to 50%, showing that email is the right channel for engaging these groups with this type of styling content.
CTA Relevance
The Homepage A/B test showed the importance to be as descriptive as possible with CTA copy. Giving clear CTA options instead of a generic “Shop” helped drive a massive impact on overall placement CTR.
Partner Marketing
In the marketplace our Style Specialty Partners continued to inspire Her with Style By. The campaign was brought to life across the retail, digital and social channels of our partners Zalando, Courir and AW Lab, giving us scale and reach beyond our Nike owned ecosystem and further championing the silhouettes of LD-10000 and SHOX R4.
Courir
-
300 Doors & Windows (A/E/C)
-
e-com and Newsletter
AW Lab
-
60 Doors & Windows (A/E/C)
-
e-com and Newsletter
Zalando
-
Tease On-site Category targeting consumer/ M1 HP Takeover DE/FR + Pinterest Premium
-
10% Sales increase since we launched
-
3 Ambassador IG Social Extensions DE
SU25 Style By Highlights
8th Consecutive Season
of Nike Style By in EMEA, driving benchmark engagement KPIs.
+14%
vs Plan
Demand on Hero apparel pieces of the campaign.
3 out of 4
Top performing LD-1000s were key styles of the campaign. (14 SKUs overall)