Subject: Air Jordan 5 Retro Launches Saturday
Plus, shop Jordan clothing and customize your Jordan shoes.
I’ve been watching everything Nike puts out in the marketplace for what feels like 20 years now. Being a fan of the Nike brand since I was a child, phrases like “Bo Knows”, “Be Like Mike”, “Just do it.” are permanently ingrained in my memory. I’ve also kept up with Nike’s digital products, and their site has a new launch calendar for Jordan brand sneakers. You can’t be a day late to the store if you want the latest release. Which means, you guessed it, trade your email address for their launch calendar notifications.
Nike served me up a nice reminder that the Air Jordan 5 Retro’s are re-releasing in ‘Fire Red’. Would I wear these, no. Do I still wear Jordan, no. But I do enjoy reviewing their emails and keeping up to date with the hottest trends – With that said, let’s take a look at the email’s anatomy.
I love photography, I love when things are front and center. I also love when the design trend of flat color mixes it’s way behind a hero shot without interrupting the beauty of the merchandise.
Something simple, like the red background beneath/behind the sneakers also sliding behind the critical text – retaining it’s REAL TEXT format. The text appears to be part of the sneaker image, but they’re separate and optimized for email clients.
Nike continues the email by supporting 3 major business units with modular sections. Shop Now (storefront). Build Your Own Sneaker (NikeID), and SNKRS (their mobile app connecting you to the hottest sneaks). These modules can be easily rearranged to optimize the click-thru rates of this email. More can be said about modular design practices here.
One more thing, and perhaps this is the strategy I enjoyed most about this email.
The desktop email shows an eCom navigation at the top. Now take a look at the mobile design. The nav needs to expand to full width. I can’t image anyone thumbing through this email if the mobile nav was near the top. Good move, Nike.
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