Nike: The power of bricks and sports

Calvin Yeap, Harshal Gajria

Sports brand Nike joined forces with LEGO to tap into maker culture and build brand engagement and appeal among sneakerheads in China for the launch of its Air Max 720.

Campaign details

Brand: NikeBrand owner: NikeLead agency: Geometry Global ChinaCountry: ChinaIndustries: SportswearMedia channels: Competitions & contests, Events & experiential, Word of mouth, influencersBudget: No budget

Executive summary

Geometry China tapped a rich creative culture vein when we got young Chinese users to experience a sneaker-building workshop. But this was no ordinary design-your-dream-sneaker event; by letting shoppers physically build their own customised Air Max 720 sneaker, we married two legendary brands that celebrate the power of creativity – LEGO and Nike Air Max.

Our one-off event was held...

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