Nike x DICK’S Sporting Goods “Never Miss a Monday” was conceived as more than a product trial. It was a five-week experiential activation designed to introduce the Nike Hybrid RN to the next generation of high school and collegiate athletes through community engagement, athlete influence, direct store access, and hands-on product discovery.
TWA served as the strategic and experiential lead, architecting the concept, creative platform, and end-to-end consumer journey across Austin, Baton Rouge, and Columbus. We developed an integrated activation strategy connecting community outreach, talent, out-of-home media, social, digital registration, in-store marketing, and on-site experience with every touchpoint designed to build awareness for Nike’s Hybrid RN footwear and encourage repeat engagement.
To extend reach beyond the activation sites, TWA orchestrated a multi-layered local awareness strategy featuring digital out-of-home billboards at high-reach football games and physical signage at six local high schools, two in each market. We also developed and managed a local talent ecosystem of expert trainers, college ambassadors, and NIL athletes, alongside campaign creative, social assets, school outreach, registration infrastructure, participant communications, and weekly logistics.
The five-week journey culminated in the Hybrid RN Games, a high-energy, timed fitness challenge where two winners earned exclusive branded flags and bragging rights.
And the impact will extend beyond the final session. Nike and DICK’s embraced “Never Miss a Monday” as a potential staple for future programming, validating the concept’s potential and establishing a foundation for continued community engagement.
TWA transformed a product trial into a scalable experiential platform, uniting strategy, creative, talent, media, and execution to build a community-driven program with a future beyond the original brief. We call that impact and we’re incredibly proud of our agency’s footprint.
