What it is
Air Max Day is a fixed date on Nike's calendar. The spring 2018 concept map marks it on March 24. It was one of the must-win projects the customization leadership set for fiscal 2018, with the member shop launch, the React launch and the World Cup.
The customization offer was called Air By You, then Air Max Day By You. It was on the roadmap when Khounlavong started in July 2017. He was part of the team that developed it from there, and he built the assortment, the dates and the member offer.
What Khounlavong did
- Set the offer at four models in the member shop menu of October 2017: the Air Max 93, the Air Max 180, the Air Max 270 and the VaporMax Moc 2. The unit plan was 1,200, 1,200, 2,000 and 1,500.
- Gave North America 50% of each model for the member shop.
- Planned finished pairs next to the build-to-order offer: 600 pairs each of the Air Max 93 and the Air Max 180, 1,000 of the Air Max 270 and 750 of the VaporMax Moc 2.
- Set the dates to unconfirmed in the story flow of December 13, 2017, pending the brand team's plans, then moved the Air Max 93 and Air Max 180 from March 15 to March 12.
- Issued a one-page launch calendar on January 31, 2018. It ran from February 7 to March 22 and covered the shipping of seeding samples, the dates the builders went live, the global launch of the Air Max 93 and 180, and the global launch of the Air Max 270.
- Priced the Air Max 93 and Air Max 180 at $170 each in the spring 2018 member menu, in three colors, with 1,000 units apiece for North America. They launched March 12 and came off on March 26.
- Rescheduled the VaporMax Moc 2. It was first dated March 24 as an Air Max Day style. The summer 2018 plan carried it as its own story, named 180, from April 2 to April 30, at $200.
- Programmed Air Max Day 2019 as three flows under the name Explorers, from January 7 to April 1, 2019, in the spring 2019 concept map.
Results
- $216K in total demand for Air Max Day in spring 2018, recorded in his official Nike year-end review.
- He named Air Max Day as one of two key wins of the member offer in his June 2018 deck.
At a glance
| Project type | Seasonal product program and member launch |
|---|---|
| Industry | Athletic footwear, digital customization |
| Seat | Senior Merchandising Director, Nike By You (Global) |
| Ran through | Nike |
| Dates | October 2017 to April 2018 |
| Related pages | Jimmy Khounlavong, Nike By You: a rebrand executed mid-flight, Nike+ member shop |
| Principal | Jimmy Khounlavong |