Nike’s revolutionary ‘Free Flyknit Running Shoe’ combines the second-skin fit of Flyknit construction with the flexibility of Nike Free. We wanted to give the product a spectacular launch that would build a certain level of anticipation around the release. To introduce it to consumers in China, we took over a prominent billboard in Shanghai, presenting a live-action installation piece that showed the sock-like Free Flyknit being woven together on a bare foot, thread by thread. The installation was undertaken over a ten day period by four professionals, kitted out in the latest Nike gear.
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