NIKEID SNEAKEASY TOUR BRAND EXPERIENCE CONCEPT

How to build authentic street-level cred for the NIKEid brand, using a unique brand experience that would be unlike any previous XM effort?

• We proposed driving buzz among sneakerheads – the in-the-know fans who are on top of every new shoe drop that happens, and are huge social influencers.
• I led my team at Escalate in developing the concept of a secret preview event…the “Sneakeasy Tour.”
• At the event, NIKE designers, sport celebs and the pre-drop styles would be on display — but sneakerheads would have had to figure out the dates and locations for themselves by following a clue chain/Web-based scavenger hunt.
• The event itself would have been shipped in disguised railroad containers and set up in industrial parks, railyards, etc., featuring bleeding-edge technologies like 3-D “shoe printers” for creating one-off designs on the spot!
• And attendees would be evangelized via various spiffs and promotional pass-alongs, as we encouraged them to get their peers to utilize NIKEid.