Nobull
Annette González Español
ADVE 709: Advertising Studio I: Creative Strategies
About the project:
Co-founded in 2015 by Marcus Wilson and Michael Schaeffer, Nobull was initially a sneaker startup giving athletes of all levels the tools they needed to work out well and put in their own effort (no magic tricks here). And if you were wondering where the name Nobull comes from, it's precisely what you're thinking — a "no bullshit" mentality around its products and business.
Nobull is a name sponsor for important sporting events like the Crossfit Games, the PGA Tour, and the NFL Compound. After landing the Crossfit Games contract in 2020, to respond to the needs of their fast-increasing consumer base, Nobull grew into a 360 sportswear brand, releasing sports clothes, lifting shoes, runners, and court trainers, among other things.
"We are commited to authentic and aggressive simplicity."
Marcus Wilson to Insider
Brief: Create the concept for an out-of-home campaign that highlights the features and benefits of Nobull runners in their different variations.
Nobull wants new and experienced runners to consider them as an ally in their journey. Whenever a runner listens to or reads the Nobull message, they will immediately relate and seek to become part of the Nobull running community by owning a pair of runners that will become their favorite.
New customers will see the benefit of minimalistic style and recognize Nobull as a comfortable, easy-to-grab brand that can be used for intense workout sessions, long work hours, or to go out with friends.
Key message: Take no bull, be Nobull.
Target audience: For this campaign, we want to talk to people who might be new to the running community, although not new to fitness. Mostly Millenials and older Gen-Zers who want to experiment with running.
18-35 y/o
All genders
Key points:
We want to highlight the variety of colors Nobull runners offer
It's essential to keep a close connection with the brand's mentality; the copies must seem like the brand spoke them.
The messaging should be relatable and smart.
Clean, straightforward concepts (No Bullsh*)
Billboards and murals
Ideation:
New runners might feel hesetation when presented with pricier running shoe options. For this campaing we want to highlight that Nobull runners are a good investment cause they can double as an everyday shoe.
Metro station take-over
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Posted Feb 12, 2023
Case study: Creative strategy for an out of home campaign for Nobull runners.
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