NIKE UNPACK YOUR CITY

NIKE SHANGHAI

UNPACK YOUR CITY

UNBOX AND GET MOVING

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.