The Campaign

We tapped into HK’s mid-90’s craze of collectable cards and exclusive sneakers to bring back something nostalgic for fans to collect. So we created Nike Air Max 95 Collectables: A series of collectable cards showcasing the range, crafted by local artists. We wanted people to collect the cards they had in the past, just like the sought after shoes itself.

Creative Execution

Air Max 95 Collectables’ is an exclusive series of collectable cards showcasing the Air Max 95 range by local artists. The card illustrations reflected our buzzing city through the years with the unique features of each shoe, making these sneakers more collectable than ever before. It also included a number of limited edition holographic cards which allowed holders to gain exclusive access to limited edition sneakers, and the ultra rare metallic NIKE iD card that gave lucky winners the chance to customise their very own pair of AIR MAX 95. Just like it was back then, the cards were installed in the original coin operated vending machines in Nike stores. Essentially, people were coming in daily to take away our DM and talk about it online in social media.

Indication of how successful the outcome was in the market

In-store traffic increased by 23% compared to the previous month Increase of 56% sell through of the Air Max 95 Over 11,000 cards were collected over the period.

The strategy was based on tapping into the mid-90’s craze of collecting exclusive trading cards and limited edition sneakers in Hong Kong. We combined these two things to form our strategy to bring back something nostalgic for the Air Max 95, resonating with fans from that time.