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Nike Shox : No Brakes
Nike teamed up with Amplify to celebrate Shox and its 25-year heritage as a London style staple, as well as the launch of the sleek new Shox Z.
Challenge
Nike teamed up with Amplify to celebrate Shox and its 25-year heritage as a London style staple, as well as the launch of the sleek new Shox Z.
Harnessing the energy and attitude of London’s rebellious nature was key, with a desire to collaborate with communities and individuals who embody a relentless, obsessive passion in their own unconventional ways.
Solution
We hit the streets of London with a Shox mega- truck. The space, inspired by the subversive and sporty DNA of the silhouette, served as an activation space for intimate workshops and collaborations.
The truck showed up in locations where we were able to authentically connect with our audience which saw two partnerships come to life.
Firstly, we pulled up to East London with Cap Girls Garage, a motorbike and beauty collective. A karting track offered the perfect canvas for Cap Girls to host the truck with their community.
We then turned up with Second Life Markets, a collective curating events for fashion resellers and style inspiration. This saw the truck pull up outside with a bold presence, whilst also providing an opportunity to team up with a number of SLM sellers and Nike Server.
The activations were further supported by the talented London creatives Ancuta Sarca and Gina Corrieri, who are known for their own disruptive style. This saw a series of fully-booked workshops held featuring product deconstruction, customisation, and circular fashion reworkings of vintage Nike apparel.
Guests also embraced the Shox attitude through unconventional nail art and tooth gems.