NIKE - GIVE FRESH AIR
A LIVE GAME SHOW TO BRING THE SNEAKERHEADS COMMUNITY TOGETHER
For Gen Z’s sneaker culture has become more about resellers than the community.
To shift this perception, we helped Nike create a sneaker game show that allowed 3 cities (Berlin, Amsterdam & London) to compete for a cash prize for their chosen local charity projects.
Broadcasted live through Nike’s SNKRS app during Air Max Day 2022, and hosted by photographer Ayshe Zaifoglu and Will Stowe, the show featured 3 rounds of games and panel discussions that the audience could take part on to celebrate the community and push the sneakers culture forward.
350K unique users watched ‘Give Fresh Air’, achieving a stunning 30 min. average watch-time.
Read more about the show on Dazed.
WHY I LIKE IT
This was one of those situations in which dealing with a mad deadline actually turned positive and helped make this ambitious project happen. All the merit goes to creative team Rob and Nova, who took the reigns in the chaos and delivered a show that was both authentic and fun to watch for the community.
CREDITS
Agency: R/GA London
Client: Nike EMEA
Year: 2022
Head of Story Design: Ferran López
Senior Creatives: Rob Watts, Nova Mukhametzyanova
Head of Design: Oriana Gaeta
Art Director: Priya Stewart
VP, Executive Creative Director: Nick Pringle