Step into the Future

Nike

Step into the Future. HyperAdapt 1.0

Approach

The Nike Hyperadapt 1.0 is the future of personalized footwear. To create a meaningful experience, we executed a multifaceted approach and a city centric launch plan. We defined immersive content across platforms, influencer energy, and physical trials of the Nike Hyperadapt 1.0 at select locations in New York, Los Angeles, San Francisco, Chicago, and Miami .

Challenge

Hyperadapt 1.0 is the first of its kind. “Innovation at Nike is not about dreaming of tomorrow. It’s about accelerating toward it.” “Sometimes, we deliver a reality before others have even begun to imagine it,” said Tinker Hatfield, Vice President of creative concepts, Nike, Inc. Together, we worked with Nike to help people step into the future with the limited edition release of the Hyperadapt 1.0.

Solution

Welcome to the future of footwear. The Nike Hyperadapt 1.0 is the first athletic shoe that electronically adjusts to the contours of your foot. Adaptive lacing technology provides a personal, customized fit that makes it feel like an extension of your body. In partnership with Nike, we created an integrated end-to-end campaign to drive awareness and experience the future of footwear. It resulted in 100% sell through and 10.34 million in social engagement.

Man sitting on ledge of building wearing Nike Hyper Adapt sneakers. City skyscrapers in background
Man holding white Nike Hyper Adapt in white colorway
Top view of Nike Hyper Adapt sneaker packaging opened.
Render of Nike Hyper Adapt in motion showing view from top laces
render of Nike Hyper Adapt in motion showing tread from rearview
close up Nike swoosh logo woven into side of shoe
Nike Hyper Adapt in motion showing bottom of shoe lighting up
Nike Hyper Adapt shoe in gray colorway showing shoe in motion behind with blue color wave
Detail of woven outer of Nike Hyper Adapt shoe
Bottom of Hyper Adapt sneaker showing black and white zig zag tread and MT2 light up arch piece