Mr. Alan’s and NIKE Doernbecher Freestyle Collection

Project Overview:

In 2016, Mr. Alan’s, a Michigan-based retailer and premier destination for sneakerheads as well as sports enthusiasts and local clothing brand fans, was selected by multi-national footwear manufacturing giant Nike, Inc. as one of only three retailers nationally to carry its limited-edition 2016 Doernbecher Freestyle Collection.

For the 13th consecutive year, this unique Nike collection was made up of footwear and apparel designs created by six young OHSU Doernbecher Children’s Hospital patients with life-threatening illnesses who worked with a Nike design team. Since its inception, the Nike Doernbecher program has raised $14 million for the hospital. 

When Mr. Alan’s CEO Jacob Bishop learned that his company had been hand-picked by Nike for this tremendous honor, he immediately contacted his company’s PR firm, CKC Agency, to collaborate with him to:

  • Create a one-of-a-kind kickoff event highlighted by out-of-the-box creativity and execution
  • Bring one young designer to Detroit to participate in the launch event AND make one of his/her dreams come true
  • Raise money for Doernbecher Children’s Hospital
  • Obtain publicity in metro Detroit highlighting Mr. Alan’s selection by Nike 

Tactics Implemented:

With only a few weeks to accomplish these goals with Mr. Alan’s, the CKC Agency team: 

  • Worked in close collaboration with Mr. Alan’s
  • Researched Doernbecher Freestyle collection history, 2016 footwear and apparel lines and the 2016 young designers
  • Brainstormed and provided innovative ideas for kickoff event activities
  • Spearheaded, coordinated and oversaw key elements and specific details of the kickoff event which included:
    • Arranging for a Disney television tween star to surprise and spend several hours and Braylin Soon, the 11-year-old patient, Nike designer and aspiring actress who flew to Detroit with her family
    • Working with Olympia Entertainment to surprise Braylin with VIP seats to opening night of “A Christmas Carol: The Musical” at the FOX Theatre and a backstage tour to meet the cast after the show (Braylin had recently performed in a community production of the musical) 
  • Acted as primary liaison and point of contact for metro Detroit media
  • Wrote and distributed a press release and media alert
  • Created pitches/story angles for select metro Detroit print, broadcast and online media
  • Followed up with the media
  • Secured and coordinated interviews, stories and media coverage
  • Created interview segment details and talking points
  • Prepped Braylin and Jacob Bishop for media interviews 
  • Attended and coordinated media interviews

Results Achieved:

We could list the extraordinary results of CKC Agency’s efforts in conjunction with Mr. Alan’s, but this heartwarming dream-come-true documentary brings them to life: https://www.youtube.com/watch?v=buN0w1MkkyI