STRATEGIC OBJECTIVE

The Nike Hyperdunk was a pivot point for Nike Basketball and a game changer in performance footwear. It needed to be launched like nothing before. The formulaic athlete/shoe ad campaign simply not enough.

CREATIVE SOLUTION

While the shoe wouldn’t be available until Summer, the NBA playoffs, the peak of the basketball culture and audience size was late Spring. To capitalize on this fever pitch we created a pre-launch “hope to be viral” video and strategically leaked it out. Kobe brilliantly did his part on leaving the question open, “was that real?” The rest is history.

“Nike couldn’t have known their unique run-up to the release would reimagine a basketball sneaker for a new era of the company, while at the same time redefining how a shoe and an athlete could be showcased. It's been 10 years since this happened, and it's still fresh in everyone's memory. - COMPLEX”