JUMP ON Nike Activities’ Calendar

GOALS Quarterly Report RETAIL PROJECT • In the Store • Agency’s Field Team • Global Visits

RUNNING PROJECT • Product Education Activity

SHOOTS • Sportswear Tech Pack • Woman Zoom Agility • Football CR7 • Running Flash Pack • Sportswear Liberty Pack

INVENTA CPM & NIKE • 13 years of Partnership • Visual Merchandiser_Contest Q2 FY15 • The digital projects “worthy of a reward”

EVENTS • Start-up Retail • Say it with drones

02

01

08

13

IN COVER

Sportswear Tech Pack and a mood-board of the Partnership between Inventa CPM & Nike.

03

04

06-07

18

16

21

05

14-15

17

10 09

12

11

Sportler_Bolzano HOS_ Rome Maxi Sport_ S.S. Giovanni

02

1

Ho

liday

14

Sep

tem

be

r

11>15

Oct

ob

er

GLOBAL VISIT MILAN

No

vem

be

r

HOH_Milan

SHOWROOM SET UP MILAN – ROME -

BOLOGNA

Fall

14

16 28

OPENING DTC VIA TORINO

09>12

22-23 GLOBAL VISIT

MILAN

17

GLOBAL VISIT

ROME

09&24

17&27

01 05

15

GLOBAL VISIT ROME

13>15 13-14 16>21

09

GLOBAL VISIT MILAN

04>06

06 TREESSE_Milan

19

27

22

29

28

TRAINING INVENTA

CPM

Nike Retail Project

Detail of activities managed in the quarter

Typology of Activities

2

In the second quarter of Fiscal Year 15, 552 interventions were planned mostly to

manage marketing launches, store visits and some set up of those stores

involved in the global visits.

Moreover, in this quarter the resources have been involved in the opening of 6

new investments: in September Nike Store opened in Milan Via Torino; in

October House of Sport opened in Rome, Sportler in Bolzano and Maxi Sport in

Sesto San Giovanni (Mi). In November House of Hoops opened in Milan Via

Casati and Treesse in Via Torino.

TOTAL 552

3

In the graphics below, you can find the detail on the analysis of the periodicity related to the stores

classified as High Touch on which it would be provided a weekly frequency.

Seven global visits, that interested the period examined, generated an increment on the visits

compared to those planned in the Tiering for the Fiscal Year 15.

In the graphic B, indeed, you can see the comparison between the visits planned and those done on

DTC.

Even for this case, as in the graphics A, the stores involved in the global visits have been the ones that

received more visits.

IN THE STORE

PLANNED

DONE

A. Detail of visits on Store High Touch. B. Detail of visits on DTC managed in the quarter.

AGENCY’S FIELD TEAM

4

On 552 interventions, the 70% have been carried out by

continuative resources and the other 30% by tactical ones.

Tactical resources have been activated mostly to manage

marketing launches, global visits and opening (72%).

TOTAL 166

TOTAL 386

70% CONTINUATIVE

30% TACTICAL

5

Analysis of the workload calculated in hours during global visits

Global Visits

Workload

From September up to November 2014, the stores in Milan and Rome have been involved in various

global visits.

The graphic below illustrates the increment (in hour) of the interventions on the stores included in the

retail tour. The dotted line indicates the average hours of activity of the 6 continuative resources. The

workload peak includes the engagement of tactical resources.

ROME

MILAN

Average

17.09 16.10

06.11 09.09 24.09

17.10 27.10

Nike Running Project

Monthly detail of Activities’ Typology

Activities’ Typology

In this quarter EKIN activity

concentrated mostly on

Product Education. At the

same time, the Ekin has been

involved as a support during

various events linked to the

Zoom Fit Agility Tecnology.

In the first week of

September, the EKIN carried

out the training of the new

staff of the Nike Store in Via

Torino in Milan.

6

TOTAL 65

7

Staff Store trained

PRODUCT EDUCATION ACTIVITY

In this quarter, the activity of Product Education covered the 81% of the working days of the EKIN:

53 product education session.

Qualitative increment due to PE per Store.

The activity of Product Education

concentrates mostly on Nike Only Stores,

as you can see from the grapchic at

side.

The graphic illustrates the comparison

between the visits planned and those

done on DTC and on the Intersport

Category.

TOTAL 52*

* 26 resources have being trained several times.

START

GOAL

PLANNED

DONE

SPORTSWEAR TECH PACK

8

9

WOMAN ZOOM AGILITY

FOOTBALL CR7

10

RUNNING FLASH PACK

11

12

SPORTSWEAR LIBERTY PACK

13

2001 2004

2006 2002

2008 2009

Inventa CPM & Nike: 13 years of Partnership

2014 2012 2013

2011 2010

16

Visual Merchandiser_Contest Q2 FY15 Keyword: Coolhunting

Finding the italian retailer’s trend and representing it through a mood-board

Valenitina Patanè

PPE Inventa CPM

Winner of the Contest

1°

Shopping Experience

iBeacon

Federica Annese

PPE Inventa CPM

Sara Longoni

PPE Inventa CPM

Heritage Innovation

3° 2°

http://youtu.be/kTW625ega8s

It’s undeniable: the digital is

mandatory for any communication,

retail or sales maketing projects. It is

also compulsory to measure the

results achieved. However, it is good

to remind that the measurement of

web projects dates back to 20 years

ago, when Ken McCarthy postulated

the detection of the performances

through the clickthrough. Nowadays

the click is one of the parameter of

evaluation, but not the only one. And

so, how to certificate the efficacy

and the quality of the digital

projects? With a bit risky comparison,

as in cinema, people are those who

attest their success: the results at the

box office for a movie and the clicks

for a communication and marketing

activity. But not only. Sometimes, as it

happens in cinemas, there is a jury of

experts who recognizes their validity.

The IMC European Awards, the

international award organized by the

IMCC (Integrated Marketing

Communications Council of Europe),

conferred to "Missione Ambiente by

Bosch“, the educational project

signed Inventa CPM, the most

elevated reward attributed this year

to the category "Sponsorship/Joint

Effort/Tie-in". An award assigned for

the completeness of the format

which engaged different target

(students, educational staff, families),

various channels (schools, bookshops,

onlus, co-marketer, web) and some

partner. To convince the jury has

been the format of Missione

Ambiente by Bosch based on three

pillars: education/training, creativity

and sharing; each one declined in

digital form (websites, apps and

social media).

On the Italian side the project “Italia”

realized by Inventa CPM for

Compass, won the GrandPrix

Pubblicità Italia in the category

Digital Branded Content for the

distinction of the storytelling, the

ability to engage the audience and

the interaction between the

instruments considered. An effective

campaign to sustain the sponsorship

of Italian National Team by Compass,

developed through dedicated

website, social media and an online

competition which ended in the

branches fo the holding company. A

path connected with the fil rouge of

the experiences of italian supporters,

summarized in four effective

stereotypes: the fanatical, the expert,

the superstitious and the anxious.

17

The digital projects “worthy of a reward” The digital signed Inventa CPM for projects with added value,

able to engage digital readers for more than only 15 seconds.

2

Start-up Retail Instruments for inventing the future

Born in San Donato Milanese on the 13° of April in1970, she starts in March 2000 the collaboration with GDOWEEK magazine

and the path as freelance journalist. Over the years, she specializes in the themes of retail/industy and technology, carrying

on with the collaboration with GDOWEEK, then even with Mark Up, taking part in Linkontro Nielsen with the editorial staff of

GDOWEEK and Mark Up, and with different technical magazines of professionalaudio and video. She has been working with

the Content Factory since July 2013, which realizes the events and the slicks of Sole 24 Ore.

Barbara Trigari

19

Big data

We are constantly bombarded by a lot of information:

even consumers. It becomes crucial to know how to

acquire them, how to treat them and moreover, how

to make profit from them during the decision-making

process. The key of the future is here. And technology

plays a very relevant role once again: both in the

possibility to elaborate data and in the modality of

acquiring them. Let’s think about drones and sensors

field, the Internet of the things and the universe of

wearable devices. All innovation that must be

explored, with a view to a more intimate relationship

with consumers.

Health

A healthy body who lives in a healthy world. Broadly

speaking, longevity, quality of life, and wellness. To buy

less but to buy better. Not only the well-known brand

that everyone like, but also the customization. The

pleasure-seeking has an ecologist and healthy

connotation, with an eye to the purse. These are all

elements that the retailer must consider in his offer that

must be expressed with a more and more clarity,

linearity and transparency. First of all, ecology is rectitude and morality.

I have been following the

world of retail as a journalist

since 2004: a lot of readers are

surely more expert than me,

but they will agree on a fact.

During the flow of these years

the way of trading changed a

lot, with a stunning speed, in a

progression that doesn’t seem

to be stopping.

The context in which experts

move is the one of a society

more and more complex,

multicultural, full of information

and events that are

continously turning the tables.

And so, how to orient to make

the most appropriate choices

(different for everyone)? Here

some hints from the Forum

Retail in Milan, from the World

Retail Congress in Paris, from

the conference Foresight &

Trends in Los Angeles.

20

Time variable

Now, we do more and more activities, using moments that once

would be considered the so called idle time: we read news, we

do our shopping, we organize our evening through the mobile

phone while we are travelling by tram. Time is a good always

more precious, both for consumers and retailers, the on-the-go is

a new opportunity for consuming. Every element that alter the

time variable will have a great impact on business: shifting from

the supply of services to the response time on social media,.

Tech-enhanced

Consumers visit

shops to search for

an experience that

the touch screen of

the mobile phone

and the keyboard

are not able to give

them. They are

ready to be

entertained, to

explore, to play.

They look for

novelties, and

information. Human

contact but also

technology. So the

shop becomes

tech-enhanced,

always richest and

pleasantly

operational. Not

everyboby are

always in a hurry…

From goods to services

To one side the resources of families getting

thinner, to the other the interest toward a

more ethic and moderate style. To one side

the great increment of the communication

between people, to the other the tendency

to share in the Net moods, points of view and

problems. “Sharing” is nibbling territory to the

commerce, transforming some goods that

once could be only buyed, to services that

can be used for a limited period of time

together with other consumers.

Reinvent it self

The complexity

needs an

awake

attention able

to discern and

synthetize few

but fundamental guidelines on

which concentrating one’s

activity.

A retail start- up, that calls itself

into question, careful to novelties

that interests its universe and

able to share experiences,

spaces, investments to create

value. Always being a step

ahead of nowadays.

Otherwise, they can be

created through a

collaborative modality,

sharing costs and competences. A business

to be construed.

.

There is a technology that is

quickly conquering the interest of

everyone, consumers and

companies, crosswise at a

worldwide scale and in may

different sectors in business: we

are speaking of drones.

When, last year, Amazon

declared that by 2015 would

have activated the delivery

within 30 minutes from the order

of the lighter packets, under 2,26

kg (86% of the Amazon total

selling), thanks to a drone-

postman, according to many, it

appeared to be only an

advertising expedient. In

november, the first tests arrived

from Cambridge: the project is

called Prime Aie and Amazon is

employing people for the start up

of this service.

Even other worldwide giants are

interested in this technology. Dhl

uses drones for the deliveries of

medicines in the german island of

Juist situated on North Sea. In

april 2014 Google acquired Titan

Aerospace, mexican producer of

drones fueled by solar energy,

and it is studying a delivery

service called Project Wing, with

test in Australia. Even Facebook

acquired the UK producer of

drones Ascenta.

But not only this. Some brand in

advertising and food service

fields began to use

drones for different tasks. In

England Domino tested

the house-to-house delivery

of pizza, Yo!Sushi the

waiting driving drones

form the iPad.

To limit the diffusion of

drones are the legal and s

ecurity implikcations that would

decrease

in extraurban living

context, in shops and

public places, opening various

possibilities that somebody is

beginning to imagine.

Here below some of them.

On the side of advertising

communication the restaurant

chain TGI Fridays launched for

Christmas a promotional

campaign

21

Say it with drones A look at retail controlled at a distance

Barbara Trigari

22

that gives to small drone a

relevant role: “Mobile

Mistletoe”, the mobile

mistletoe. Starting from the

Royal Exchange Building in

Manchester to extend it in

some restaurants in Usa,

Fridays prepared a drone

with the mistletoe that places

itself on the table at which

couples are sitting and invites

them to kiss eachother. The

love gesture is rewarded with

love by TGI Fridays, through

vouchers, given also to those

who share

VIDEO COCA COLA: http://bit.ly/1yFX8Xn

VIDEO AMAZON: http://bit.ly/1mbhTUb

the kiss on social networks with the hashtag

#happyfridayholiday.

Even Coca Cola used drones: for a campaign

together with the no-profit association Kindness

Movement of Singapore, addressed to foreign

workers employed in the construction industry to

build skyscrapers. It delivered them its soft drink

with a thanksgiving ticket directly on the top of the

scaffolding.

The latest frontier? The wearable drone, to follow

the growing mania of selfie: the bracelet Nixie.

Developed at Stanford University it flies to take

pictures or to film something.

Thought for those who train, it

might have creative

implementation even in a

instore context.

The parametres of business,

are in constant evolution.

The use of drones could,

once again, change the

world of commerce and not

only for the final consumer.

For example, the warehouse

may progressively disappear

and the on demand

production realized at the

same time of the orderwill

increase

opening a series of possibilities in the development

of new products and services. Moreover, the

beloved old shop, that is getting more and more

“tech enhanced”, will have more instuments at its

disposal to capture the curiosity and the loyalty of

consumers. As well as assisting better and more

quickly. In the end, as always, what counts the most

is that technology, the one of drones too, will be put

in service of a good idea.

23

Events Calendar

3rd November London

Opening Flagship Hunter Boots

http://eu.hunterboots.com/discover/ev

ents-official-opening-hunter-regent-

street/

http://www.thecoolhunter.net/article/

detail/2297/hunter-boots-flagship-

store--london

11th December Milan

New Opening H&M

https://www.youtube.com/watch?v=

3lZjNHtJntI

Thank you…