Nike’s mission is to bring inspiration and innovation to every athlete in the world. And with the release of a limited edition shoe, they get the people of Shanghai moving at the moment of unboxing by transforming the wrapping paper into an interactive map of the city.
The map triggers a unique Augmented Reality experience that grants shoe owners access to workshops, community runs and activities across the neighborhoods of Shanghai. Through a simple booking mechanism, owners can sign up to various experiences to put their new shoes to use instantly.
The limited-edition shoe, that in its design celebrates the spirit of Shanghai’s architectural “golden age”, not only pays homage to multiple generations of the city - it also truly embodies Nike’s ‘Just Do It’ message, getting people moving straight away.