Nike C1TY Shoe Drop
The Story
The Nike NYC team wanted to create a viral consumer activation showcasing the recently released Nike C1TY shoes. Our team partnered with Nike to produce a pop-up shoe drop in an empty Lower East Side parking lot.
Attendees scored a Nike C1TY Card, unlocking a free pair of sneakers and a t-shirt distributed from a custom-branded Nike box truck. The truck appeared to crash through the parking lot fence, complete with a broken barrier, an opened hood, and a smoking engine to add to the overall effect. Throughout the activation, a local artist created live graffiti art on the truck, which gave attendees a unique photo opportunity.
Our team managed production, permitting, fabrication, logistics, on-site support, scenic props, and audio. We also sourced and custom-wrapped the 26-foot truck to fit the bold creative vision.
Our Role
Logistics
Site Support
