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SOLUTION

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.

Hyper Adapt How To
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PROBLEM

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.

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Serena Hyper Adapt Try On
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APPROACH

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 .

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PROJECT

Hyper Adapt 1.0

DELIVERABLES

STRATEGY

Opportunity Definition

Brand Foundation

360 Touchpoints

Experience Journey

DESIGN

Brand Design

Service Innovation

MARKETING

Story and Messaging

Integrated Brand Planning

Art Direction

Content Creation

Cross Function Execution

CREDITS

VIDEO

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