Nike • Tech Pack
HACKING CREATIVITY THROUGH TECHNOLOGY
THE BRIEF
Nike approached us to launch Tech Pack, a new athleisure collection inspired by technology. Intelligent fabrics, 3M seams, and code embedded into the garments gave these pieces synergy with our positioning at the intersection between digital culture and creativity.
OUR RESPONSE
From our extensive network of next-gen talent, we cast 3 young digital creatives from around London to represent a next generation of ‘futurehackers’, using new technologies to hack their creative disciplines and engineer new futures. We briefed them to create unique artworks inspired by the clothing collection, and to come up with a unique code word that represented their relationship to technology. We created films that documented each artist's unique approach and process developing their artwork. These films were screened instore at NikeTown Oxford Circus, where a 'Tech Pack Lab' was installed in the Sneakers Cube on the second floor as part of a whole-store takeover.
'Nike Partners with Three Digital Creatives to Celebrate the Launch of Their New Tech Pack Collection.'
For a month the Tech Pack Lab displayed their artworks in an interactive digital gallery space. A customisation station allowed members of the public to personalise Tech Pack garments with their unique code. The creatives held workshops, giving the public unique insight into their creative process, and a 3D hologram machine was created and installed by one of the artists to display the works created during these workshop sessions.
Our comms strategy for launch expanded on the hacking theme. We created a teaser campaign that left a trail of incomplete information scattered across the Nike channels that challenged the consumer to piece together the puzzle. Native Instagram content on the creative’s feeds was ‘glitched’ by us to create a disruptive experience for the consumer and drive intrigue.
A ‘locked’ microsite hosted on Nike.com had to be ‘hacked’ by consumers to reveal more information about the campaign and gain access to hidden experiences. An influencer activation casting digital creatives, each with their own code word, elevated the launch. We sold out both the collection and the workshops at the Tech Pack lab.'
'This is the best articulation of our youth consumer we have ever seen.'
