Sensing an opportunity to pull a publicity coup, Nike China and W+K Shanghai devised a billboard campaign like no others. Using Nike's flagship store on the bustling corner of Nanjingdonglu (Nanjing East Road) in Shanghai as their backdrop, the creative types staged a "live knitting" (or "live weaving") session across a giant billboard as a way to emphasize the new Nike Free Flyknit's sock-like quality.
Preparations started days ago when Nike unveiled a billboard featuring a giant barefoot. Then on August 1st, the global launch day of Nike Free Flyknit, three workers, dressed in all Nike branded gears (including pairs of Nike Free), slung over the building's side and started the "Flyknitting" process. To add a sense of realism, spools of volt/neon green threads were use to "stitched" together the adhesive-backed panelings, making the publicity stunt even more convincing.
If you're in the Shanghai metropolitan area, you can see the finished billboard in person at Nike Shanghai Flagship Store across from People's Park near Nanjingdonglu.
Bailian Shimao International Plaza
No. 819 Nanjing Dong Lu | Map
Huang Pu Qu, Shanghai, China