Nike Swim Iberia: a single model for brand, channel and performance

One model for two markets

• 2 coordinated markets: Spain and Portugal.
• 3 integrated layers: brand, channel and performance.
• 1 shared model for planning, activation and measurement.

The challenge

Brand, trade activation and performance ran to different rhythms and needs. While the brand builds for the long term, partners work to commercial targets tied to each season and each market.

The challenge was to align decisions, data and priorities without treating Spain and Portugal as two disconnected projects, nor applying exactly the same execution in both countries.

ALLÓ's strategy

We designed a single operating model to integrate brand, channel and performance within one planning and measurement cycle. The strategy is set jointly for the Iberian market and then adapted to the commercial needs and audiences of each country.

Paid, owned and earned stop being optimised as isolated pieces and start answering to the same order of priorities.

What we did

• We unified brand and performance planning.
• We integrated activation with key partners and distributors.
• We designed campaigns built on segmentation, data and continuous optimisation.
• We created a shared measurement and learning framework for Spain and Portugal.

The operating result

The collaboration runs on a shared system connecting brand positioning, trade activation and performance. That makes it possible to coordinate priorities, share learnings between markets and adapt execution without fragmenting the strategy.