When Nike brought back the Air Max 97, instead of just celebrating a mid-nineties classic as retro, we made the 25 year old trainers feel as futuristic as ever.
We put them on the feet of a selection of emerging talent from across Europe – from sports stars to musicians. Then we put them at the centre of a classic street-style shoot, which was given an injection of the near-future, packed with graphical easter eggs about our talent.
Facebook reach was over 6.2 million with 3.6 million watching until the end.
There were over 1 million completed views on Snapchat, and nearly 2.5 million people saw the videos on Instagram stories.
But most importantly, we drove 450,000 people to shop for the sneaker via the Nike AM97 product page.
The end result was satisfyingly close to the first scamp…