Product Name: G.T. Hustle 2
Team: Jonas, Josh, Drew, Rami, Afnan
21 October 2021
Serena Williams Building, Nike Campus, Beverton, OR
Josh, Jonas, Drew and I sit huddled in conference room in the Serena Williams building. It’s 2:00 PM and we have until the end of the day to think of a new name for the G.T. Jump. The CEO and CMO of the company have given their inputs on how it should sound and with that we’re scribbling on a white board writing down a variety of things. Phrases in basketball, words that people who hoop use etc.
The goal is to re-name the G.T. Jump into something else. Something more accurate to its product identity. We spend over 6 hours debating, ideating and writing down names before we come to a consensus. Rami stops by and gives us amazing insight on how to think of the product name and how it relates to consumers, it’s important we’re on the same page because he’ll have to present it and fight for it later in meetings months down the line.
With that the G.T. Hustle 2 was born. I’m so proud of this shoe and for the team effort we all made. I had never met Josh or Drew before and here we are clicking so well. The team was one of the best I’ve ever been a part of. Everyone’s ideas were respected and no one was afraid to shoot down a name or an idea. I’m so proud of these guys and what we accomplished. It’s an event and moment that i’ll cherish forever.
Context: Huge thank you to Jonas, Josh, Drew and Rami from the Nike Men’s Brand Marketing team who asked if I could help with the brainstorming process for this shoe. We locked ourselves in the 3rd floor of the Serena Williams Building in Beaverton, Oregon and had 6 hours to come up with a name. It was such a fun, collective effort from the whole squad, it felt like fun. We’d celebrate the moment a year later when the shoe released by having a G.T. Hustle 2 cake and lunch on campus. I had all the fellas sign the shoe and it sits on my desk currently, thank to Rami Jabaji from the Men’s Brand Marketing team for fighting so hard for the name(s) we picked.