To reciprocate Nike Free Flyknit's innovative construction, the marketing division of Nike China needed an inventive advertising campaign to usher the footwear's official launch earlier this month. So with long time collaborator Wieden+Kennedy and the creative agency's W+K Shanghai branch, the trio envisioned a publicity stunt along the busy thoroughfare of Nanjingdonglu (Nanjing East Road) in Shanghai. With Nike's Nanjingdonglu flagship store as their backdrop, they staged a "live knitting" (or "live weaving") session across a giant billboard to emphasize the new Nike Free Flyknit's sock-like quality.
Preparations started days before when Nike unveiled a rather plain 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. Near the end, they slapped on a larger-than-life Nike Free sole as a grand finale, yet all the while, Shanghai's streets bustling with activities below them. Here is a brief video that documented the whole process...
Bailian Shimao International Plaza
No. 819 Nanjing Dong Lu | Map
Huang Pu Qu, Shanghai, China