Underneath This Failure Lies a Best Case to Follow.

DONE AND DUSTED. The 2024 World Series between the Dodgers and Yankees is over.

Despite glimmers of Yankee brilliance, the Dodgers secured baseball’s ultimate prize in five games.

Moreover, once the celebration (or heartbreak) fades, winners and losers do this: they debrief their performance.

It’s by looking back with intent that we see the true narrative.

Insights are revealed for future growth.

Last week, I had such a postmortem. The results? Not what you’d expect.

Nike’s failed MLB launch of the Vapor Premier uniforms is well-known. But underneath this failure lies a more nuanced story—a tale of grit, determination, and yes, success.

Here’s a best-case to follow. Stay with me.

After inking the MLB deal in 2018, Nike faced a Herculean task: to launch products on-field by 2021. The seasoned Nike team didn’t flinch. Veterans of the NFL innovation reset, they knew the drill.

Yet this ask was more comprehensive and the timeframe shorter, requiring urgency and meticulous planning.

So, this best-case hinges on three key components: a clear vision, a focus on user-centric innovation, and engineering the pathway to buy-in.

The team began with a clear vision. Facing near-impossible timelines, they executed with a "hurry-up offense."

Misalignment or confusion wasn't an option either—the brief had to be clear.

They engaged internal stakeholders from sports marketing, product marketing, design, engineering, sourcing, and manufacturing; ensuring every perspective was considered.

This cross-functional collaboration, aligning with external partner needs, became the bedrock of their strategy and execution.

Nike presented this vision to the MLB, making it clear that their needs were heard. True to Nike's ethos, they listened intently to MLB stakeholders and athletes and committed to meeting these expectations.

Their goal? Partnering with the MLB to reshape the game through innovative products spanning footwear, apparel, and accessories.

Focusing on user-centric innovation, the team then pinpointed athletes' and fans' pain points and desires.

Exhaustive research, spanning from peewee ball to professional leagues, revealed key insights.

For example: following a hotshot first-pick kid from California, they created a compelling video showcasing the mindset of the next generation of baseball players.

MLB product hadn’t changed for thirty years. Addressing emerging needs required scientifically driven innovation, particularly in gear.

Yet, a vital cultural component was critical, focusing on the fan base, dugout apparel, and team associations. By segmenting fans, the Nike team could effectively address emotional touch points. This effort was led by one of Nike’s top graphic storytelling teams.

The innovation platform was their most extensive yet, surpassing even their NCAA and NFL work. At the pinnacle was a $425 new baseball jersey, with designs trickling down to affordable options like $35 baseball pants for kids.

Expanding style-forward fan gear was also essential to the mix.

But it’s all moot if not built, tested, confirmed, and ready to scale.

Leveraging top Asian manufacturing partners, quick iterations emerged.

The requirement of US-owned product creation using existing factories was a significant educational lift. Prototypes were built to spec in Asia, brought to the States, and reverse-engineered.

At spring training in February 2020, the Nike team was ready. They gathered in Arizona for a week-long build-out. MLB teams were scheduled for private two-hour presentations.

Here, Nike revealed marketing campaigns, sales distribution ideas, and product showcases, highlighting baseball as a modern, forward-thinking sport with an athletic aesthetic. 

The reaction from players and teams was overwhelming, and the anticipation for a fall 2021 launch was palpable. Thumbs up all around.

Then, in March 2020, everything came skidding to a halt.

First, a pandemic shutdown.

Further, that same January, a new Nike CEO took the helm with a cost-cutting mandate.

Layoffs in early 2021 decimated the Nike product team, resulting in significant delays—affecting quality, continuity, and knowledge.

The launch was delayed for three more years and the execution was seriously compromised.

You know the rest. The result was uncharacteristic of Nike.

Like a strong season opener, what began with readiness, promise, and hope, ended in heartbreak.

Yet to the team who watched in shock as all their best work unraveled: Your efforts are seen.

As best practices, they live on.

P.S., thanks to my friend and former Nike colleague who revealed the deeper story.