On the fly: Nike weaves its magic in Shanghai

04 : 09 : 2013 Advertising : Sport Advertising : Print Ads

Shanghai – To promote the global launch of its new shoe, made through an innovative Flyknit construction technique, Nike China hoisted three men above an advertising hoarding to seemingly knit a billboard-size version of the shoe for the whole city to see.

Nike Free Flyknit Nike Free Flyknit
Nike Free Flyknit Nike Free Flyknit
Nike Free Flyknit Nike Free Flyknit

The Nike Free Flyknit is made in such as way that it wraps around the wearer’s foot, almost like a sock. In the marketing stunt, by Wieden + Kennedy’s Shanghai branch, workers appeared to knit the material onto a poster to emphasise its flexible quality. The men, all wearing Nike gear, attached adhesive-backed panels to the billboard and then weaved them together to enhance the effect.

The live advertising performance occurred over a busy street in Shanghai, with the Nike flagship store as the backdrop. Like Faction Marketing, in which brands blur fantasy and fiction, the Nike stunt brings a sense of retail theatre and Conviviality Culture to an urban environment.

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