Nike: Unpack Your CityEmbed With Credits

Insight

Nike has released a limited-edition shoe that celebrates the spirit of Shanghai’s architectural “golden age,” paying homage to multiple generations of the city.

The honour to the city even extends to the packaging, in a way that truly lives the ‘Just Do It’ message and gets people moving at the moment of unboxing.

Idea

The tissue paper new shoes are wrapped in is transformed into an interactive, reusable map of Shanghai.

The printed map triggers a unique Augmented Reality experience, unlocked via a WeChat Mini-program. The app grants access to workshops, community runs and activities, across the neighbourhoods of Shanghai.

Impact

Thousands of people access the new AR world.

Through a simple mobile booking mechanism, owners sign up to various experiences to put their new shoes to use across the city.