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Nike's goals were clear. The athletics giant wanted to make sports innovation top of mind among its target market; use the word "SPEED" as its core positioning at all contact points with consumers; and have them equate SPEED with Nike.
The big idea behind the company's aims was a red line, a graphic representation of speed and found in every piece of creative, at store level and even in the sports products themselves. In magazines, the red line was used as a banner wrap that brought the reader to a Nike ad first; in...