Brand owner: Nike
Lead agency: Geometry Global China
Media channels: Competitions & contests, Events & experiential, Word of mouth, influencers
Budget: No budget
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 at the equally unique Nike House of Innovation in Shanghai. The experience was seen by leading-edge consumers as a dramatic departure from the world of online-only creation, making it memorable and, importantly, a fun way for consumers to create.