Welcome to the future of footwear. The Nike HyperAdapt 1.0 is the first athletic shoe that electronically adjusts to the contours of your foot. Adaptive lacing technology provides a personal, customized fit that makes it feel like an extension of your body. In partnership with Nike, we created an integrated end-to-end campaign to drive awareness and experience the future of footwear. It resulted in 100% sell through and 10.34 million in social engagement.
HyperAdapt 1.0 is the first of it’s kind. “Innovation at Nike is not about dreaming of tomorrow. It’s about accelerating toward it.” ““Sometimes, we deliver a reality before others have even begun to imagine it,” said Tinker Hatfield, Vice President of Creative Concepts, NIKE, Inc. Together, we worked with Nike to help people step into the future with the limited edition release of the HyperAdapt 1.0.
The Nike HyperAdapt 1.0 is the future of personalized footwear. To create a meaningful experience, we executed a multifaceted approach and a city centric launch plan. We defined immersive content across platforms, influencer energy, and physical trials of the Nike HyperAdapt 1.0 at select locations in New York, Los Angeles, San Francisco, Chicago, and Miami .
Hyper Adapt 1.0
Story and Messaging
Integrated Brand Planning
Cross Function Execution
We Are Not Pilgrims