Nicola Thompson Content Team Lead


If smaller skate shops are to survive in the retail industry they need to cater for every type of skater – male, female, young and old. We came up with a way that skate shops could offer customers a wide range of Nike SB sneakers without having to physically stock them in the store.

We built an app that customers can browse in-store and order the sneakers they want. As soon as the order goes through, the nearest Nike SB fulfilment centre is notified. They then process the order and have the sneakers delivered to the customer, in less than two hours.

My role in this project was to create the messaging to communicate the idea both to the skate shops and their customers. The challenge was to land the Nike SB tone of voice, whilst getting a new, complex concept across in a single line. ‘Never out of stock’ worked because it spoke to both the skate shop owners and skaters.

It was essential that every skate shop could take our creative and put their own branding on it. So we created marketing material that could easily be adapted by swapping out copy and colours to represent each shop.

We’ve piloted the concept across five skate shops in L.A. If successful, phase two will include many more skate shops and we’ll increase the delivery area from a 12, to a 25 mile radius.

Date created: December 2019 2019-12-01T00:00:00+0000
Date published: 28 May 2020 2020-05-28T18:11:06+0100


Project featured: on 29th May 2020 Contributor:

Nicola Thompson has been a Contributor since 20th July 2017.

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