The Task
Elevate the design of the next Design-A-Shoe
The Approach
Remind the customer of who they are and what they stand for. Drive engagement during an otherwise slow month.
The Story
FUEL YOUR PASSION
Running is your life. You find little to enjoy outside of your daily run. You gravitate towards the outdoors, relish the wind in your hair and your feet powerfully but yet steadily gripping the pavement. This is a fresh take on creating what you love the most. Four runner-worthy options. You vote on every element. You are the co-creator and inspirer, bringing your personal expression and creativity.
THE POWER OF THE COLLECTIVE
Design-A-Shoe was an exciting six-day interactive experience that invited the Nike community to help create the next standout sneaker. From the energetic preheat to daily votes on color palettes, laces and the final design, every step built anticipation-culminating in a high-impact winner reveal.
STEADY WINS THE RACE
The first Design-A-Shoe was designed to celebrate the Nike App’s 4th Anniversary. This campaign is comprised of two ‘layers’—Nike and You. The design includes Nike-by-You elements that reinvigorates the brands energy and visually embodies the collaborative spirit. The planning was strategic accounting for all design options ahead of time that had to be vote-ready and delivered immediately.
THE FINISH LINE
The impact was immediate. Design-A-Shoe launch exceeded expectations with an overall 80K participation. It stood out as a benchmark for how digital activations gaining +57% from the previous years. This was about much more than the product itself. It’s about collaboration between brand and consumer, empowering consumers to design, discover and celebrate their individuality.
Services: creative, design
Creative Direction:
Annie Carlson
