Campaign
Copy: Fit to Fly
NIKE CHINA - FREE FLYKNIT
The Context:
When Nike first introduced the Flyknit running shoes in 2012, the world went crazy.
In 2013, Nike released its second design, the Free Flyknit, combining
the same Flyknit construction with the ultimate flexibility of Nike Free. Since it was new to the market, we needed to launch it in a big way.
The Challenge:
With limited production and media budget, demonstrate how wearing the new Nike Flyknit is like wearing a pear of socks.
The Task:
Demonstrate the awesomeness of the flexible, second-skin fit of the Free Flyknit.
The Idea:
The ultimate achievement in knitting technology deserves an extraordinary introduction.
Over the course of 10 days, the sock-like Nike Free Flyknit was knitted thread by thread over barefoot by four installation professionals.