A notable strand of Nike Football’s ‘Dreams Are Made Here’ activation at Super Bowl LIII saw the sportswear behemoth make it ‘rain’ Air Force 1s (kicks and jerseys) from the cloud with its first-ever product drop via AirDrop.
The initiative, launched on Friday 1 February ahead of the Big Game, took place at Nike’s ‘Studio of Dreams’ brand space in Atlanta.
The customized shoe launch campaign was developed in harness with digital and experiential agency AnalogFolk, along with partners Fugo Studios and photographer Ray Gordon.
The Atlanta-based designers who participated are: Dr. Dax, Zipporah Joel, Debbi Snax and FRKO.
Guests invited into the branded space experience ahead of the Super Bowl received an AirDrop from ‘Nike Studio of Dreams’ and those who accepted received a video explaining what was just dropped: a unique, 1:1 experience including a custom jersey designed by one of four top Atlanta designers; and a customization session at Atlanta boutique A Ma Maniere to design a pair of Nike Air Force 1 sneakers.
Nike / AirDrop1 from AnalogFolk on Vimeo.
“With AirDrop1 we wanted to create a drop that matched the energy and creativity of Atlanta,” commented AnalogFolk ECD Carren O’Keefe.
“It was an opportunity to share some of Nike’s most elite experiences with the people of the city. It was all about being at the right place, at the right time. It could have been anyone. After all, dreams are made here.”
Comment:
We think that AirDrop is a largely underutilised functionality and we can’t quite understand why when it can work as well as this.
After all, it is simple and it offers more than just shock value.
Links:
Nike
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
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