Nike

React Element 55

Launching a lifestyle shoe inspired by nature’s most reactive element

Emotions

Nike wanted Stereo (in collaboration with motion experts Selam X) to launch a shoe inspired by caesium across EMEA on digital channels. Our key challenge was to make a silhouette with an impressive innovation story appeal to a fashion-conscious, largely female audience.

Create

We created a campaign across Nike’s digital channels that framed the science of the shoe’s design as the perfect platform for setting off consumers’ unrestrained reactions—brought to life through film, illustration, design, storytelling and motion.

Impact

Metrics revealed a percentage mix of female buyers swing dramatically from a 20% average to 44%. Over 3,200 units of the React Element 55 sold across EMEA. The first scaled Nike By You campaign saw demand for custom editions level out at 931 units sold.