As part of a job application, I was asked to mock-up a youth baseball engagement project for Nike Baseball.

The Assignment

The game of baseball is perceived as “slow.” It’s rooted in tradition and abides by a law of written and unwritten rules that stifle expression and deplete the fun. In short, baseball needs a spark.

Nike will be that spark for young athletes across the country, claiming a game no other brand currently owns. Through a grassroots mobile program, Nike will inspire a movement that enlivens baseball and reclaims the loyalty of young prospects across North America.

The Activation: Incre-mental

The internal spark to drive youth players would be the idea that the game may be slow, but in aggregate it is incre-dible. Although physical fitness is important, the mental side of the game is just as important.

Just as baseball is a game of inches, improvement takes small changes that can make a huge difference. It is a slow game but every little thing in a baseball game makes a difference. The same can be said for personal change, it evolves and develops over time. Small changes and improvements make a huge difference in the long term. Those changes are the essence of incremental and can lead to explosive results in a game, in life, and in training.

The activation, laid out like a baseball field shows the guests how to make incremental improvements in their game, allows them to test out Nike product, and provides social and digital amplification opportunities beyond the activation.