What it is
The studio tier was the top of the customization line: a small number of collaborations, each sold for a limited time. Under the reset it was the tier meant to create demand for the whole service.
Fiscal 2019 covered four seasons, fall 2018 through summer 2019. Between March and July 2018 Khounlavong's concept maps set out who would launch in each of them. He moved to Los Angeles in September 2018, so most of these launches were dated after he left the seat. This page records the pipeline he built and the decisions he made on it. It does not record results.
The leadership's draft concept map of July 23, 2018 drew its products and concepts from the line plan of July 10. It adds three names to the partners below: Edison Chen of CLOT, Heron Preston on the sole swap, and Patta on the Air Max 90 and 95.
What Khounlavong did
- Programmed three studio projects for fall 2018 in the concept map of April 3, 2018: an Air Max 270 made with Pensole for members in North America, an Air Force 1 Low with Nigel Sylvester through Nike's SNKRS channel in North America, and a Cortez with Rockstar through SNKRS.
- Moved the Nigel Sylvester Air Force 1 from August 6 to holiday 2018 in the map of April 17, 2018. The holiday map then ran it from October 1 to November 12, through SNKRS in North America and open elsewhere.
- Added an Air Force 1 with Serena Williams on July 2, dropped an Odell Beckham Jr. story from fall 2018, and added a second Rockstar pack in the same two versions.
- Programmed Maharishi for holiday 2018 on three models, for members in North America and open elsewhere. He moved it from October 1 to November 15, then to November 12.
- Flagged the Maharishi SF Air Force 1 as a risk of $184K in the holiday 2018 financial plan, because the model's trend was down.
- Programmed spring 2019: a second Maharishi pack from January 14, a women's Blazer Mid with Swarovski from February 4, and a sole swap project from March 4. Sole swap was a new construction capability on the fiscal 2019 to 2021 roadmap.
- Added a studio project with the French football club PSG on the Epic React on May 1, 2018, after a brief from the Europe team dated April 25.
- Kept the sole swap on the calendar when its first model, the Safari, was dropped. The map lists its models as to be confirmed.
- Set studio revenue targets by partner in his fall 2019 framework, using the fall 2018 partners as the comparison.
Results
- The documents do not record sales for any fiscal 2019 collaboration.
- His fiscal 2019 review lists the Nike By You energy strategy as a first quarter project, with the Nigel Sylvester Air Force 1 as its example. Khounlavong set the strategy for that shoe. It launched after his move to Los Angeles.
- His resume of November 2019 records the Heron Preston Air Max 720/95 as a sole swap project.
At a glance
| Project type | Collaboration pipeline and seasonal programming |
|---|---|
| Industry | Athletic footwear, digital customization |
| Seat | Senior Merchandising Director, Nike By You (Global) |
| Ran through | Nike |
| Dates | March to August 2018, for fall 2018 through summer 2019 |
| Scope | Global, four geographies |
| Related pages | Jimmy Khounlavong, Nike By You: a rebrand executed mid-flight, Fall 2019 line plan framework |
| Principal | Jimmy Khounlavong |