Photos: Nikolaj Thanning & Adam Katz Sinding

Nike Sneakerbox launch

December 2016 Nike launched a new online destination for sneaker shopping - nike.com/sneakers; a one-stop sneaker shop that grants access to the most premium Nike sneakers - limited editions, hottest releases, latest innovations, most sought after styles will be available here.

To celebrate the launch of this new platform Nike created a physical manifestation of the service in the city center of Copenhagen (large pop up space designed as a shoe box). In addition to this Nike re-launched 4 exclusive sneakers styles which was only available through the shoe box. Nike wanted to use the moment to shine some light on the history and heritage of sneaker culture, show how it is interpreted in Stockholm and Copenhagen and celebrate local heroes.

PC was to communicate the overall activation, make sure press, influencers, sneakerheads and the rest of Copenhagen was aware of this 3 day arrangement and the story behind it. This included: press release send-out and follow-up, creative direction and production of photoshoot of the 4 different styles in Copenhagen including send-out to all media and follow up, creative direction of street style photos with photographer Adam Katz Sinding and 10 local sneakerheads including send-out and follow up, media partnership with Girls Are Awesome, locate and partner with local influencer to do a sneaker-journey on his social media, creative direction of photos of Nike athletes in the shoes for Euroman, gifting at location – and 2 days of presence.

PROJECT NAME: Sneakerbox

GOAL: Communicate re-launch of classic sneakers, and establish Nike as THE sneaker brand in Copenhagen

OUR TASK

- Sports Brand Consultant
- Creative Direction
- Brand Storytelling
- Strategy
- Pr & Marketing
- Idea Generation
- Negotiate models & photographers
- Location Scouting
- Event organization

May 2017

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