Challenge
To engage influencers in the women’s fitness and training segment with a 360 degree experience by creating a proprietary fitness studio.
Of course, in typical Nike style.
Solution
Working in a true partnership, New Avenue and Nike co-developed the Nike Studio Elite Training Center, an exclusive facility designed to provide free continuing education for fitness instructors, trainers and girl’s coaches. In addition, the Studio showcased the latest in Nike product and was used for receptions and special events.
The Nike Studio Elite Training Center was just that: elite. Unlike your average retail store or boring classroom, New Avenue Marketing and Nike drove the training center concept to a higher level of excellence.
We work smart.
Nike handled the design and build-out phase with a chic look and state-of-the-art technology to create a trendy environment, while New Avenue rolled-out a comprehensive promotional and communications plan. New Avenue oversaw the design and development of the Studio Web site to handle on-going communications with Studio members, logo design and all corresponding collateral pieces.
New Avenue also handled the curriculum for the Studio, including class development, contracting instructors and maintaining the course schedule. Conveniently designed to meet the busy schedules of the target audience, the Studio Training Center typically offered 10 complimentary classes each week in the evenings and weekends. Class topics ranged from nutrition for athletes to the latest in stretching to team building exercises.
A full time manager and supporting Studio staff were hired by New Avenue and trained for day-to-day operations. Street teams reached out to fitness studios and schools to encourage them to participate in these unique classes.
Results
The Nike Studio Elite Training Center has proven to be highly successful in the fitness world. New Avenue enhanced brand name awareness and positioned Nike as a key-player within the Los Angeles community.