CategoryC01. Digital Design
EntrantAKQA Shanghai, CHINA
Idea Creation AKQA Shanghai, CHINA


Name Company Position
Eric Cruz AKQA Shanghai ECD
Derek Lui AKQA Shanghai Copywriter / Creative
Joshua Lim AKQA Shanghai Art Director / Creative
Peepo David AKQA Shanghai Copywriter / Creative
Buboy Paguio AKQA Shanghai Art Director / Animator
Drieke Leenknegt Nike GC NSW Brand Manager
Che Lin Nike GC Brand Digital Director – GC Nike Basketball & Jordan
WonderLabs WonderLabs Digital Production
Teh Lian SIah AKQA Shanghai Designer
Ginger Zhu Nike GC Brand Digital Director
Jam Li AKQA Shanghai Writer
Simon Lee Nike GC Designer Director
PT BLack Nike GC Brand Marketing Manager
HIfana Ground Riddim Music Artist
Beryl Sun AKQA Shanghai Designer
Tracy Yang AKQA Shanghai Designer
Mee Yee Foong AKQA Shanghai Designer
Wang Ruomeng AKQA Shanghai Designer
Ivy Wang AKQA Shanghai Designer
Julien Renau AKQA Shanghai Creative Technologist

The Campaign

Nike dropped knowledge with Sneaker Slam, the sneaker festival of the decade in Asia that defined Nike’s legacy through an online to offline genealogy exhibition, launched to empower kids to embrace Nike's legacy and create their own.

Creative Execution

Instead of creating a dry history lesson, Nike schooled kids in its legacy through an interactive SneakerVerse, brought to life through a 3D WebGL mobile site. It launched on WeChat, China’s biggest social app, shared knowledge and tested them on it. The site immersed kids in Nike’s storied past, innovative present and visionary future, communicating it’s impact on culture around the world. The top scorers were brought to the “Sneaker Slam Shanghai” exhibition – a festival that brought ballers and street icons together. The schooling continued on-ground at Sneaker Slam Shanghai, bringing street ballers, beat makers, graffiti artists, and sneaker fans together to celebrate Nike’s most iconic shoes – as voted by China’s sneaker elite. Each shoe’s story was projection-mapped on the godfather of it all, the Air Force One. Fans customised the AF1 by triggering their own beats and changing its colorway. The festival transformed kids from fans to fanatics.

Indication of how successful the outcome was in the market

For kids in China, Sneaker Slam made the summer of 2015 unforgettable. It immersed them in Nike’s legacy, and invited them to be a part of history in the making. The mobile site raised the bar on engagement, averaging 4 minutes on time spent per user, doubling the industry standard. At launch, 4,500 fans spent over 30 minutes exploring the site – a record in Nike China’s history. On social media, Sneaker Slam expanded the Chinese sneaker movement. The hashtag #????# picked up 34 million impressions, increasing engagement to Nike by 112% compared to the previous year. 34MM - media impressions 45K - fans spent over 30min on the campaign site, the highest in Nike China’s history 4min - average time spent per user, doubling the industry standard

Our strategy was to create an online to offline event that celebrated the intersection of sport and culture, reaching China’s rising generation on platforms and media relevant to them - a history lesson told through WeChat and Gamification.


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