menu

Nike Knits A Giant Sneaker Billboard In Real-Time To Show Off New Shoe Material [Video]

Nike Knits A Giant Sneaker Billboard In Real-Time To Show Off New Shoe Material [Video]
Advertising

Outdoor advertising takes shape under the watchful eyes of passersby.

Ross Brooks
  • 30 august 2013

The marketing team at Nike China recently came up with an inventive advertising campaign that would demonstrate the unique nature of the Nike Free Flyknit technology, and coincide with the official launch of the product earlier this month.

Working together with Wieden+Kennedy and the creative agency’s W+K Shanghai branch, the trio put together a public spectacle that would attract the eyeballs of passersby along Nanjingdonglu (Nanjing East Road) in Shanghai – one of the most heavily trafficked streets in the city.

Nike’s Nanjingdonglu flagship store served as the backdrop for a “live knitting” (or “live weaving”) session across a giant billboard to emphasize the new Nike Free Flyknit‘s sock-like quality.

nike-free-flyknit-live-knitting-giant-billboard-shanghai

Three workers dressed entirely in Nike gear – including a pair of Frees each – attached adhesive strips of “neon green threads” to bring the shoe to life, they finished off the sneaker by slapping on a larger-than-life Nike Free sole.

Watch this amazing time-lapse video to get a better sense of the stunt:

Nike China

+#advertising
+#design
+#retail
+Advertising
+Asia
+billboard
+china
+cities
+consumer goods
+Design
+fashion / apparel
+fitness / sport
+knitting
+Marketing
+nike
+Retail
+Sneakers
+Sports & Fitness
+Sustainability
+technology
TREND REPORT


NEW: ENTERTAINMENT DEBRIEF
Media in the age of omnipresent tech


DOWNLOAD NOW

PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

Food february 17, 2017
Social Media february 17, 2017
No search results found.