Nike Mag
The future is now
Nike challenged us to democratize the ultra-exclusive 2016 Nike Mag—fewer than 100 adaptive-lacing pairs existed—and to give everyone a chance not just to win, but to feel that futuristic embrace as the shoe snugly auto-laces around their foot. At the same time, we needed to raise funds and awareness for Parkinson’s research through the Michael J. Fox Foundation. While a single auction had once generated $10 million, our brief was to expand participation, deepen emotional engagement through video moments that capture the Mag’s self-lacing magic, and amplify the campaign’s cultural impact.
Integrated “Draw” Experience
Developed a global “draw” mechanism—powered through Nike’s digital platforms (SNKRS App, web, social)—that allowed entrants worldwide to register for a chance to win the Mag.
Story & Messaging
We crafted a narrative that wove together “Back to the Future” nostalgia, cutting-edge tech, and the campaign’s charitable mission—positioning the draw as both a cultural moment and a philanthropic opportunity.
Immersive Pop-Ups
Experiential pop-up activations in Tokyo, New York, and London, welcoming over 100,000 visitors to touch, explore, and (in some cases) try on the shoe in futuristic, neon-lit installations.
Cultural Impact
The campaign raised $6.7 M for Parkinson’s research, generated 21 billion digital interactions, welcomed 100 000+ fans to pop-up activations in Tokyo, New York, and London, and garnered major earned-media features in Footwear News, TechCrunch, and beyond.
