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Amplify

Core disciplines: Brand Activation, Events, Experiential marketing, Integrated marketing

The most viewed agency in 2016

Nike | NikeLab X Roundel

Nike + Amplify travel back in time to launch a brand new product.

NikeLab x Roundel from weareamplify.com on Vimeo.

Challenge

To keep Nike the brand of choice for influencers and sneakerheads alike, celebrating and leveraging the drop of their latest NikeLab x Roundel collaboration. 

Insight

Influencers seek rich, visual, multi-faceted stories to share across their channels. The most dedicated of these, the sneakerheads, want to be first to get their hands on limited and exclusive products. 

Strategy

Celebrate the launch by giving key influential figures unprecedented access to both the kicks and the London Underground before wider release in a visually impactful environment – with multiple opportunities for guests to snap and share. 

Solution

NikeLab x Roundel

We told the iconic story of London’s underground 90s subcultures to a new generation in a one-off event and party in a disused Underground station, by bringing together the 90s cult classic Nike Air Zoom Spiridon, the 100th anniversary of TfL’s iconic Johnston font and young, influential content creators.

We gave the station a full iridescent takeover through projection, heroed the Spiridon product and its heritage, and set the scene with visuals shot by filmmaker Bafic.

By day, we created a space that allowed small groups of sneakerheads to purchase the limited edition sneaker with convex station mirrors placed in areas for guests to trial and snap the product.

At night we gave London’s key content creators the opportunity to celebrate and share collaboration through a truly underground party. Echoing rave culture, guests found out about the destination by picking up a voicemail from MC Creed. Once there, guests enjoyed exclusive performances from him, Femme Fatale, Foundation and the first ever reunion of Heartless Crew – all whilst enjoying retro Alize cocktails. 

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