VAPORMAX UK COMMUNICATIONS IN THE SPOTLIGHT

OBJECTIVE

SHOWCASE THE NIKE AIR VAPORMAX AS THE MOST INNOVATIVE EXPRESSION OF NIKE AIR AND MAKE IT THE MUST HAVE SHOE OF 2017

STRATEGY

DRIVE INNOVATION STORYTELLING THROUGH DESIGNER INTERVIEWS WITH PINNACLE TITLES ACROSS LIFESTYLE AND PERFORMANCE

CREATE DESIRABILITY AHEAD OF LAUNCH THROUGH TARGETED SEEDING

USE AS OPPORTUNITY TO CELEBRATE THE CITY’S LOVE OF AIR MAX THROUGH TRUE CO-COLLABORATION WITH THE NEXT GENERATION OF YOUNG CREATIVES

ON THE FEET AT LFW

SEEDING

HYEIN SEO PRESENTATION AMPLIFCATION

CELEBRATING INNOVATION

LONDON: ON AIR STUDIO

COMPLEX UK

A 360 partnership with Complex extended the reach of the studio experience via daily online features and social posts

The Complex team recruited 10 of its youngest, creative readers to be contributors for five days - as part of an off-program editorial workshop which ran live from the space.

The culmination of the editorial workshop was a Nike Air VaporMax inspired Zine, created by the Complex contributors, which was distributed to consumers around London on Air Max Day.

RUNNING RESIDENCIES

GRAZIA

A partnership to drive styling and performance storytelling to inspire readers. VaporMax looks were created by the Grazia editorial team for an online feature. This was followed with their first ever running activation for readers from the Studio of Air. Amplified through digital and retail - @NikeLondon and the King’s Road store

RADAR

Extending the partnership out of the music production studio, Radar Radio led a disruptive run for their community taking in London’s music and nightlife sites, whilst streaming a running inspired radio broadcast show

MARCUS BUTLER

Reaching a new audience through a podcast with Youtuber and influencer Marcus Butler; his podcast ‘Lower Your Expectations’ ranks highly on iTunes download charts. Engaging with the 'Bold and Free' via a running themed episode focusing on VaporMax

MAINTAINING MOMENTUM

Comms offense will continue throughout SU17 and FA17, led by disruptive partnerships with Mister Tibbs and Love magazine – supporting the Gritty City and Day-Night packs

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