What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
On the fly: Nike weaves its magic in Shanghai
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
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.
Most Recent
1
Will NFT luxury assets transform consumer values?:
Artist Sebastian ErraZuriz and his studio have created Digital Diamonds, the...
2
It’s time sexual wellness got real:
The most interesting part of sexual wellness R&D is how it’s helping us to...
3
Modern Mezcal:
As interest in tequila and agave-based spirits booms, small-batch mezcal is...
4
Five design responses to the climate crisis:
Brands are using design mechanisms to communicate environmental issues,...
5
Brynn Wallner on future-proofing luxury marketing:
The founder of Dimepiece, a platform educating women about luxury watches,...
6
Black History Travel Market:
Around the world, Black people are using travel experiences as a way to heal...
7
Offset Sellers:
Amid accelerating e-commerce, new services are helping retailers to make...
8
Certified Skincare:
Beauty brands are turning to a series of labelling innovations to...
9
Elastic Brands:
Forget advertising campaigns and branded content. All eyes are on the inner...
10
Equilibrium Cities:
Citizens are demanding a more receptive and equitable built environment that...
11
Alternet Economies:
A technological counter-culture is decentralising capitalism, reforming the...
12
Interactive Eco-labels:
To inspire greener behaviour among customers, fashion brands are elevating...
13
TikTok Tastes:
TikTok’s influence on food and drink trends is crossing over into the real...
14
Reading Market:
Innovators are harnessing pandemic behaviours to re-imagine books for a new...
15