Project: Nike came to Self to help name some next level shoe design that had yet to be introduced. They couldn’t say much, but they did tell us it would be more earth friendly and perform like a genetically engineered Alberto Salaz-” Wait. No. They didn’t say that. They just wanted some names.
Result: Self submitted a list of names so awesome, any one of them would’ve served the new sub-brand well. But, Nike marketers are a savvy lot, and were able to pick the flyest option of the bunch. The Flyknit line launched a few months later to huge critical and commercial success. We’re not suggesting it was because of the name, but we’re not saying it wasn’t either.