Nike SW

Sneaker Hunt

Street Marketing

Mexico City

2014

Creativity, PR

Context

Runners and sneakerheads united by music

In Mexico, running has become one of the most popular sports, winning over more and more people every day. In Mexico City, we have countless races every year that are major events.

Nike Sportswear, the brand’s lifestyle category, decided to take advantage of the most important moment of the year—its We Run race—to launch its new collection: Nike Air Max Breathe, a track classic transformed into an icon of the city and urban culture.

Objective

Create a promotional platform aimed at the Nike Sportswear audience and young people to authentically launch the new Nike Air Max Breathe, while leveraging the momentum generated by the Nike We Run race to further amplify reach.

Challenge

How to attract new young runners through an authentic connection between running and Nike Sportswear within the framework of the Nike We Run race?

The Idea

We identified an element that unites all the city’s youth and includes both runners and sneakerheads: music.

Whether at concerts, festivals, on the subway, or listening to a playlist while running in a park, urban youth move to music. That was our starting point.

We decided to challenge sneakerheads and runners to chase us across the city, instead of following the typical brand approach of chasing consumers during a launch.

Sneaker Hunt