Job Questions > What's the toughest problem you've had to solve at > NIKE > Evan's Answer

My biggest challenges in this role were #1 establishing a clear vision in the US to drive Nike Football category growth and #2 building consensus to execute against that vision across all aspects of the highly-matrixed Nike US Field Sports Category. Fortunately, I had significant credibility with the US organization based on my previous 3 years leading the marketing efforts for Nike Basketball. Therefore I was able to quickly, and efficiently, galvanize the entire organization around both a vision and plan of attack through a collaborative process that included: shared consumer experiences & simplified consumer approach for critical creative & business leads; establishment of specific, aggressive, tangible, business objectives to fuel short- and long-term growth; and creation of a dynamic & inclusive environment that encouraged collaboration & integration across all functions in marketing, product, sales & retail. The net result: 1) Successful launch of the best integrated marketing campaign from Nike Football in the past 5+ years, 2) Immediate & impactful consumer connection with Nike Football's target audience, 3) immediate & excited response from critical Nike Retail partners, 4) outsold the competition 2 to 1 at retail for Fa/Ho '07 retail season (Q1/Q2 '08) and 5) established a long-term brand platform to engage consumers and drive growth of the Nike Football category business for the next 2-3 years.