Nike: KD9 Tour

Nike partnered with basketball game NBA2K Online to launch its new KD9 shoe and make it Nike’s fastest-selling shoe in China.

Campaign details

Brand: NikeBrand owner: NikeLead agency: MindshareCountry: ChinaIndustries: SportswearMedia channels: Events & experiential, Games & competitions, Social media, Virtual & augmented realityBudget: Up to 500k

Executive summary

NBA superstar Kevin Durant was coming to China to launch the new KD9 shoes. To meet Nike's ambitious sales target, the KD9 needed to become China's fastest-selling basketball shoe.

Even though Durant is popular in China, the market was already saturated by celebrity-focused launches, so a typical event with a few hundred people was not going to be enough....

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