Drive traffic to retail and boost sales by creating an emotional bond between high school students and NIKE. Key message is 'train with a goal'

By utilizing a much-loved Japanese artifact (the Daruma), we encouraged our consumers to prepare for personal victory.

The Daruma is commonly used for making wishes and in Japanese mythology is famed for never giving up, regardless of how tough the situation. When you acquire a Daruma it has only one eye “filled” in. You only fill in the other eye once your wish or goal has been achieved.

This particular Daruma was commissioned and designed specifically for Nike.

Sales went up by 20% vs a year ago.