Need to Know
02 : 11 : 21

Nike goes to new extremes to build community infrastructure, Clinique takes on the NFT market and men face the negative impacts of Uncoupled Living.

Nike turns recycled shoes into civic placemaking

MTZ Blok 70 by Accept & Proceed for Nike, Serbia
MTZ Blok 70 by Accept & Proceed for Nike, Serbia
MTZ Blok 70 by Accept & Proceed for Nike, Serbia

Belgrade – As part of the company’s Move to Zero campaign, Nike has renovated a basketball court in Belgrade using 20,000 sneakers destined for landfill. To achieve this, the sports giant teamed up with B-Corp-certified creative agency Accept & Proceed.

Blok 70 is a recreational centre in New Belgrade that draws on the area’s rich history with basketball while creating a contemporary space for local athletes and sports enthusiasts. Every new piece of equipment in the park has been made using old sneakers donated by members of the community, and Nike has also repaired and repainted the park's existing fitness apparatus and public furniture, restoring the area as a source of local pride.

‘We evolved the visual language we had developed for Nike’s Move to Zero identity by incorporating bespoke Serbian lettering in the court markings to celebrate New Belgrade’s local community,’ explains Nigel Cottier, principal designer at Accept & Proceed. With the pandemic making outdoor spaces more vital than ever, Civic Placemakers are using community-centric practices to help re-energise public spaces.

Strategic opportunity

Brands seeking to help local communities should be restoring existing centres, instead of building entirely new infrastructure, to reduce their environmental footprint

This hotel rebranding drives down-to-earth luxury

Park Lane Hotel rebranding by Mother Design, New York Park Lane Hotel rebranding by Mother Design, New York
Park Lane Hotel rebranding by Mother Design, New York Park Lane Hotel rebranding by Mother Design, New York

New York – Overlooking Central Park, on a street that is commonly referred to as Billionaire’s Row, the Park Lane Hotel has a new brand identity that takes inspiration from the building’s natural surroundings.

Stepping away from the conspicuous affluence that characterises other hotels in the area, Mother Design has developed an ornamental typeface that represents the natural world. The identity uses plant-based textures to offer an alternative to the smooth homogeneity that typically pervades the luxury sector. ‘We brought seasonality into the design, a super-rich colour palette, and most of all brand language that’s both elevated and invitational; the poetic language entices locals as well as travellers,’ explains the studio.

As ostentatious displays of wealth continue to fall out of favour, companies are veering away from the exclusionary nature of the luxury industry. Heritage Refashioned examines the elitist branding practices that have dominated the sector for so long, offering more transparent and thoughtful alternatives.

Strategic opportunity

Luxury hospitality companies that wish to disrupt their slow-moving sector should experiment with new branding and language that steer the conversation away from conspicuous consumption

Clinique elevates its reward scheme with NFTs

US – The beauty brand is making its first foray into the world of digital collectables with the launch of a non-fungible token (NFT) as part of its rewards scheme. Targeting its most loyal customers, three editions of the brand’s MetaOptimist NFT are available for Clinique Smart Rewards members to win as part of a social media competition.

To enter, Clinique customers are invited to share stories of optimism and hope for the future – captured in a video or photo on Instagram, TikTok or Twitter. Winners receive Clinique’s NFT, early product access and an assortment of products once a year over the next decade. The NFT itself offers a digital representation of two of Clinique’s most iconic skincare products.

By launching an NFT in this way, the brand uses its existing loyalty scheme and creates continuing customer engagement, demonstrating how NFTs can elevate brand loyalty – an idea that artist Sarah Friend explores in an interview with LS:N Global.

Clinique's first NFT, New York

Strategic opportunity

The NFT landscape can be confusing to navigate. Avoid novelty approaches, and instead consider how you can integrate digital assets into your existing services in a way that reflects customer demand

Stat: Single American men are struggling financially

Klarna Culture Calendar by Snask Studio Klarna Culture Calendar by Snask Studio

A study exploring the economic status of single adults in the US has found a greater financial impact among single men who aren’t married or cohabiting than among single women in the same position.

The study, by Pew Research Center, reveals that 36% of unpartnered men would have been considered financially vulnerable in 2019. This is nearly three times the share of partnered men with vulnerable incomes, which stands at 13%. There was also little difference in the share of unpartnered and partnered women who were financially vulnerable – at 37% and 38%, respectively – revealing the need for improved financial wellness initiatives and services created specifically for men.

This study highlights the negative outcome of Uncoupled Living – a choice that we can see is being driven by women – on men’s lifestyles. Looking ahead, businesses should find ways to support men who are living alone as a permanent or temporary choice.

Strategic opportunity

Brands and businesses should support men living uncoupled lifestyles by offering specialised financial services, saving schemes or rental offerings. Create realistic saving goals and incentivise audiences based on their specific interests

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