Murphy O'Brien, Creative Director
Murphy O'Brien, Creative Director
Nike wanted to address a critical gap in knowledge for high school football players and coaches by helping athletes:
• Assess their gear needs
• Choose the right gear
• Buy gear with ease
• Show teammates and friends how to Gear Up
• Perform better
The Gear Up website, social/media outreach, and multi-retailer tour targeted key markets throughout the U.S. At each retail location, Nike NFL athletes interacted with high schoolers as they received custom fitting and equipment advice from experts, along with photo opps and custom apparel.