Nike

The Challenge – Nike Shox was seen as the most significant sneaker innovation since Nike Air, promising unparalleled bounce and energy return. We needed to introduce this technology in a way that was simple, memorable, and captured the playful essence of Shox.

The Insight – Our objective was to create a launch that delivered immediate impact through a fun, easily recognizable concept. The strategy centered on distilling the message into a single word—“boing”—accompanied by a cartoon-like mnemonic that captured the sensation of energy and bounce, positioning the idea as a pop culture icon.

The Solution – We brought Nike Shox to life with a vibrant and simple graphic approach centered on the “boing” mnemonic, incorporating music from the iconic children’s show The Electric Company alongside silhouette word blends for added nostalgic energy. The campaign featured bold visuals and sound effects that captured the bouncing sensation of Shox, with TV spots, digital content, and retail displays showcasing athletes effortlessly bouncing. This blend of colorful graphics, engaging music, and performance storytelling highlighted Shox’s unique technology, making the campaign memorable, fun, and widely appealing.

The Impact – The cartoon-like mnemonic and the memorable “boing” campaign generated widespread buzz, amassing over 10 million views in the first month and driving significant engagement on social media. The playful introduction led to a 25% increase in Shox sales and created a lasting impression, reinforcing Nike’s position as an innovator in sports technology. The campaign captured the spirit of Shox, making it a cultural moment and a performance must-have for athletes.

"Boing"

"Stampede"

"Afro" featuring Vince Carter and Gary Peyton

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