Nike Tech Pack’s Stonehenge

Objective:

Establishing Tech Pack as a modern, dashing and fashion-forward collection amongst Chinese millennials so they can identify with Nike on a deeper, personal level.

Target Group:

Chinese Millennials.

Strategy and Media Used:

Placed at the heart of Beijing, we created an interactive Stonehenge, the cultural icon that symbolizes the act of accomplishing the impossible. As part of the experience, we built in video booths broadcasting idolized sport stars, which the audience identifies with, in Nike gear. Surrounding the site, massive LED screens featured exclusive content of twelve IAAF world champions, all wearing Tech Pack. This inspired millennials to also “gear up” to record themselves in Tech Pack and share their look on social media.

Results:

The Stonehenge installation generated more than 520K footfalls within 6 days as well as 2M impressions online. The campaign was amplified to millennials nationwide through user-generated content, social influencers and earned media.