CONCEPT TO CUSTOMER

Delivery Plan — 4CTA2054 Brand Culture Reboot 2026 · Nike Asian Market Project

Session 1Briefing and Project LaunchFull project briefing. Introduce adidas Asian case study: Chinese New Year collections, Guochao, K-pop adjacency. Class analysis: what did adidas do right, and where is the gap for Nike? Students select their Asian territory. Research brief set.Fri 9 Oct · Available now Session 2Competitor and Market ResearchDeep dive into adidas case study analysis. Students present initial territory research. Market data session using Bain, McKinsey, Business of Fashion and Statista. Theory options introduced.Fri 16 Oct · Available now Session 3Nike Brand Audit and Range ConceptNike brand DNA workshop: what does Nike stand for, and how does that translate into an Asian range? Range concept development: name, cultural rationale, product direction. Draft customer profile.Fri 23 Oct · Available now Session 4Theory, Funnel and Playbook DraftApply two theories to strategy and creative decisions. Build the marketing funnel. Create first draft of the one-page playbook. Customer journey map introduced. Tutor feedback sessions.Fri 30 Oct · Available now BreakIndependent Study WeekNo taught session. Students continue research, territory evidence gathering and preparation for shoot planning.No session Session 5Photoshoot DayCampaign shoot for the Nike range concept. Students arrive with mood board, styling concept and clear visual direction. Compulsory attendance. Output: campaign imagery for portfolio submission.Fri 20 Nov · Compulsory Session 6Post-production and PlaybookSelect and edit shoot assets. Finalise the one-page playbook layout. Customer journey map review and sign-off.Fri 27 Nov · In preparation Session 7Portfolio Build and Peer CritiqueFull portfolio draft critique: playbook, case study analysis, funnel, theories and journey map. Identify evidence or research gaps. Audio pitch structure introduced.Fri 4 Dec · In preparation Session 8Audio Presentation RehearsalRecord and review pitches in class. Peer feedback on clarity, confidence and pitch structure. Finalise A3 visual reflective summary.Fri 11 Dec · In preparation Session 9Submission Preparation WorkshopFinal polish, Harvard referencing check and proofreading. Canvas submission walkthrough. Final deadline: 16 January 2026.Fri 18 Dec · In preparation