The Future is Now

Almost 30 years ago, Nike inspired a future vision footwear – a responsive shoe that adapts on its own. Then Nike Mag, famously worn on the silver screen by Michael J. Fox, quickly became a cultural icon. In 2016, the Nike Mag was released once again, to channel the excitement it represents. We created an integrated journey across multiple touchpoints to raise awareness in the fight against Parkinson’s disease.

Nike first partnered with the Michael J. Fox Foundation for Parkinson’s research in 2011. A version of the Mag was built for the foundation and auctioned, raising $10 million. In 2015, Nike realized the future by hand-delivering the first adaptive Nike Mag shoes to Michael J. Fox. Nike challenged us to democratize the experience and give everyone a chance to win the Nike Mag in 2016.

In partnership with Nike, we delivered an end-to-end Nike Mag experience. With fewer than 100 pairs available globally, we created the draw, an opportunity for everyone to win the adaptive-lacing Nike Mags. Together, we generated 6.7 million dollars benefiting the MJFF to help find a cure for Parkinson’s, and created record breaking engagement for Nike.