Brand: Nike Airmax
Brand owner: Nike
Lead agency: Mindshare China
Media channels: Events & experiential, Social media, Word of mouth, influencers
Budget: 1 - 3 million
Nike Air Max has been a symbol of creativity and innovation since its launch in 1987. Its young audience hungers for fresh and bold sneaker styles – propelled by their hunger to be creative amid an educational upbringing that did not promote creative expression. Air Max aimed to unleash their creativity.
Nike partnered with Vue, a leading vlogging app among youth, to entice them to express their wildest creative dreams by playing with air and Nike's creative effect, stickers, filters and music. To inspire users, influencers were invited to create their vlog videos featuring street culture and fashion.
Nike also created the 'Go Bigger Space' offline in the heart of Beijing. This space immersed consumers in interactive 'air experiments', product experiences, and enticed consumers to try out Nike's challenge on the Vue app.