NYFW 2019
To continue and push further Nike's approach through the intersection of fashion and sports on a way only Nike can do during NYFW.
Brief
To create a plan to launch Nike's new Sacai collaboration during NYFW, energize Nike's latest collections through a special seeding experience and place Nike's latest sneakers at fashion shows that would carve a space outside of the usual.
Consumer Target
Influencers and creatives across the industries of fashion, music, arts and entertainment.
Creative Concept
Seed: in the spirit of wellness we created a space during NYFW where over 100 influencers and creatives had workout and premium product seeding experiences.
Ignite: for NYFW, we equipped two upcoming fashion brands with Nike's latest footwear innovation to walk their collections, positioning Nike ahead of the curve.
Scale: to celebrate Nike's latest collaboration with Japanese brand Sacai, we commissioned the D.R.E.A.M. ring, a Flexn dance crew to showcase the anticipated collection through a unique and immersive performance.
Outcome
Over 800K of impression on Instagram
Notable guests at seeding space: Kehlani, Trevor Jackson, Ravie B, Fabolous, Gia Seo, Caleb McLaughlin, Danasia Sutton, Nneka Onuorah, Mickalene Thomas, Marz Loveoy, Diplo, PF Tucker, Shaun Ross, Zack Bia, Olivia Perez, Saint John, DJ Clark Kent
