NIKE DROPVAULT
Nike x Finish Line wanted to find a Covid-friendly way to level up the releases of the Kyrie 7, LeBron 18 and Blazer ‘77 Infinite—as well as create an exclusive digital experience for JD Finish Line members. So we created three unique AR lockers, each with the chance to win a custom product crate curated by Kyrie Irving, LeBron James and De’Aaron Fox.
AR SNEAKER DROPS, UNLOCKED
Each DropVault was designed around the visual center of the shoe, and then filled with items curated by each athlete. Kyrie, Lebron, and De'Aaron approved a collection of personal items which we used to create an explorable digital experience that reflected both athlete and product.
MEMBERSHIP, UNLOCKED
Targeted comms across Finish Line social channels gave members first access to the DropVaults—and a chance to unlock limited edition rewards via the digital experience.
EXCLUSIVES, UNLOCKED
A select few Finish Line members were rewarded with athlete-curated crates, each one inspired by the shoe design and items true to each athlete found inside their DropVault experience.
KYRIE’S KREATION CRATE
Kyrie’s Crate was all about inspiring creativity and outside-the-box ways of thinking. The basketball represented how he practiced with a plastic bag over the ball to improve his handling as a kid; an Instax camera, branded journal and MasterClass subscription encouraged the winning member to pursue their creativity in a variety of ways, and a signed pair of Kyrie 7 completed the haul.
DE’AARON’S DRIP DROP
As one of the most fashionable athletes in the NBA, De’Aaron’s Crate was centred around style and individuality. Bringing to life the Lookbook seen inside his DropVault, De’Aaron curated multiple looks to pair with a pair of Blazer ‘77 Infinite, then added a backpack and weekender bag to help the winning member live out the Blazer’s ‘Yours To Be Worn’ ethos anywhere and everywhere.
LEBRON’S GREATNESS PACK
Inspired by his four NBA Championship rings, LeBron’s Crate was all about greatness. So, we went back to those four victorious finals, sourced the kicks King James was rocking on the court, and dug out an inspirational quote of his from the same year to create a one-of-kind shoe collection. Emblazoned with his crown mark, a corresponding quote on the packaging provided a vivid reminder of what ‘Elevate Your Greatness’ can truly mean.
AKQA
Creative Director: Brad Hall
ACD: Reef Younis
Senior AD: Alice Chiapperini
Senior Copy: Matteo Capaldi
Designer: Pedro Sanguine
Technology Director: An Doan
Project Manager: Ryan Rossi
Client Partner: Dan Jones
PARTNERS
AR Partner: 14Four
Packaging: Premier Press
NIKE
Ricardo Gaitan
Josh Leon
Courtney Thomas