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One of the most iconic consumer brands, Nike, came to our team to name a new foam product technology.

The name needed to be recognizable for the consumer and fit within Nike’s established naming architecture. Oh, and of course it needed a global appeal to reach the billions of Nike customers worldwide.

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    Verbal Branding

tennis player putting on shoe

The team also needed to find names that were “ownable” for Nike, with trademark achievement that linguistically works around the world. After examining these factors and looking to continue the brand tendencies of previous Nike brand names, our team developed “REACT” for the new technology.

Seen on Nike shoes across the globe, REACT has found its place among the company’s brands. A seamless integration into its naming strategy was icing on the cake.

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