Nike: Kyrie5 – Reinventing the Sneakerdrop

Sportswear brand Nike achieved an unprecedentedly successful launch of its Kyrie5 sneaker in China by taking the offline 'sneakerdrop' to the virtual world.

Campaign details

Brand: NikeBrand owner: NikeLead agency: Mindshare ChinaCountry: ChinaIndustries: SportswearMedia channels: Gaming & in-game advertising, Mobile & apps, Outdoor, out-of-home, Social media, Virtual & augmented reality, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

The 'sneakerdrop', also known as a shoe launch, has traditionally been the moment where the biggest shoe fans, or Sneakerheads, come together and feed off each other's excitement – a moment that has always happened just outside the Nike store itself, as the Sneakerheads queued up together waiting for the...

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