In promotion of their new ‘Free Fly Knit shoes’, Nike commissioned a handful of their workers to ‘knit’ a sneaker—live.
The act was a combination of advertisement and performance art as workers on Nanjing East Road, Shanghai prepared strips of green fabric upon a billboard of a bare foot. The campaign was to signify the sock-like quality effect of the new sneaker and was enacted during the week of the sneaker release.
The above video is time-lapsed, but the actual project took a day to complete between the three workers decked out in Nike attire. This advertisement is one of the most unique in Nike franchise history, demonstrating why they are the leaders in the industry. This project also marks a new point in creative sneaker advertisements.
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