Mobilising Nike fans to show their love for Air Max

Nike x JD Sports
Content production
Creative Direction
Influencer Marketing
Brand
Nike needs little introduction as the cornerstone of sneaker culture and a staple for athletes around the world. Air Max sneakers have had a fanatical following since they launched in 1987, and were the focus of this campaign.


Challenge
Nike and JD Sports teamed up to do something for Air Max Day. They needed help with finding the right solution and also wanted to promote the Vapourmax Evo, which was dropping on the same day.

The campaign needed to mobilise fans in a creative way that allowed them to show their love for the iconic sneaker.

Nike and JD Sports teamed up to do something for Air Max Day. They needed help with finding the right solution and also wanted to promote the Vapourmax Evo, which was dropping on the same day.

The campaign needed to mobilise fans in a creative way that allowed them to show their love for the iconic sneaker.

What We Did

In partnership with OK Cool we conceptualised a hashtag challenge for TikTok to maximise engagement with Air Max Day through UGC.

We selected and commissioned 10 influencers across different verticals to show their appreciation for Air Max in their own unique way using the hashtag #JDAirMaxYourWay.

We threw the net wide, enlisting diverse skillsets across makeup artists, football players, photographers, bakers and dancers to name a few. This content was edited together and used in Topview and One Day Max ads with a catchy original song to trigger the challenge, with further amplification to influencer audiences.

Fans were asked to show their appreciation for AirMax for the chance to win £1,000 worth of Nike gear, and they came in droves.

Result
This campaign was one of the most successful hashtag challenges ever run on TikTok. All goals were far surpassed.
3.1 billion
Views
1200+
UGC Entries
13k+
New followers on JD's TikTok page
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