Nike Continues To Rebuild Basketball Sales via the Blueprint | Marketing

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Source: Blueprint

No not the Jay-Z album or the original KRS-One Album named Blueprint, but the Nike Basketball Blueprint is an interactive feature on the platform that allows you to interact with a basketball court to describe your game and how you play.

Think of the site as a way to show how and where you play on the court. Imagine if a coach has a white board and they ask you to tap where you play the hardest on offense. For me I would tap above the three point line and on the block. I would also tap the midrange area and because I try to play smart I’d tap the paint. This would give me 4 locations at 25% which would create my offensive profile at 100%. I would then tap the board to show where I play the most on defense. Once I’ve done this, then I would move on to step 2.

In the three steps I choose what type of offensive player I really am and what type of guy I can cover on defense. Once I’ve completed the survey I am given a title:

I am the Shifter which is basically the 3 man in the NBA. There are a series of combinations that all lead you to the type of footwear you would wear on the court.

I tend to think I have a better jumpshot than DeRozan, but I’ll take that comparison although now that I’m older I’m probably more like The Crasher since I pretty much just hit people and catch and shoot.

It’s not an exact science, but Nike realizes that the basketball category needs a pick me up and while this isn’t really a game changer, it’s a nice feature that allows Nike to market their basketball shoes in a way that will capture the imagination of players old and young. If a brand isn’t going to create posts/articles then the content creation has to be interactive and this is a solid feature that won’t move the needle, but it does drive engagement.

Use the source link to check out the Blueprint

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Chris Burns
Chris Burns
Founder, Writer and Webmaster at ARCH & CBP
Chris B. is the founder of ARCH.

The ARCH network is unlike other sneakerhead sites. ARCH is a more informative look into sneaker culture. By presenting information about the business of sportswear through marketing analysis, updates on stock prices and introductions to new brands and styles, the site is easily distinguished from the everyday site only giving you release dates.

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