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November 13th, 2012 by Aaron Kr. / 0
SN: What’s the thought process and goals behind EA teaming up with Nike for these types of projects?
CE: The goal is, and always has been, to do something cool that would excite our shared customers. For us to cross over into the physical lifestyle space and build energy with Nike was a natural fit because of sports. I also think that Nike wanted to show EA Sports’ huge fan base that Nike also shares a passion for the EA Sports brand, and wanted to be a part of the cultural movement that Madden and NCAA launches have become. Everyone that I work with at Nike are huge fans of our games. They get it. They are part of our culture too, so these collabs are not forced…it’s always a collective group trying to make something that we would love and that naturally translates to our respective consumers.
SN: How does the collaborative process with Nike work and how much input does EA have in the creative direction of these projects?
CE: It’s a truly collaborative process—I know that everyone usually says that, but it’s totally true with this partnership. Essentially, we sit down with Nike and share the features of our upcoming game and the marketing story behind it. Following this meeting, Nike goes off and comes back to us with a specific shoe to use and the design to articulate the story we are trying to tell. We all then go back and forth on the colorways and details. It’s really that simple. For example, the Tebow shoe was all about his career accomplishments at Florida. The Madden shoe the following year was all about the fact Marshall Faulk was getting into the HOF and we wanted to celebrate that with our Collector’s Edition. The Fight Night shoes were really about the purity of boxing—light, quick with colors and textures that are reminiscent of robes and gloves.
Above: EA Sports NCAA ’12 x Nike LunarTR1+ “Barry Sanders”