Mobilising fans to show their love for Air Max
The first Nike Air Max sneaker, the Air Max 1 was launched on 26th March 1987 giving birth to an obsession in sneaker evolution. Nike and JD Sports teamed up and tasked OK COOL with creating something special to celebrate Air Max Day and promote the Vapourmax Evo, dropping on the same day.
The Air Max has a fanatical following, our job was to mobilize the fans and create a movement that allowed our youth audience to showcase their passion for the brand by expressing it ‘in their way’.
WHAT WE DID
With TikTok popping off, we came up with the #JDAirMaxYourWay TikTok hashtag challenge, which encouraged viewers to show their love for the iconic sneaker, using their unique skills.
Launching 10 days before Air Max Day with a Top View ad and a bespoke music track to kick off the challenge, we posted 18 videos created by TikTok creators, showcasing their skills and their expression of Air Max. Each creator encouraged their followers to take part with the chance to win £1,000 of Nike products at JD.
Both Nike and JD Sports were blown away by the response to the campaign. In 10 days we generated:
5 Billion Hashtag Views; making this one of the most successful hashtag challenges ever
Over 1200 pieces of user-generated content
13,000 new followers for JD’s TikTok page