Passers-by were attracted to a lit podium with a shoe on it. As they bent and twisted the shoe, the massive warehouse in front of them bent and twisted correspondingly. The activation’s point was to highlight the shoe’s superior flexibility.
This is a super creative activation, but a small part of me finds the choice to twist and shake a massive building in Japan a bit curious. Nike may very well have chosen the country because of the devastating earthquake last year to further reinforce the durability message, but I do wonder how well this was received by the Japanese people.
Regardless, I am sure it had plenty of people talking about the shoe.
In case you don’t read Japanese, here is the video caption translated:
According to the movement of “NIKE FREE” turn freely, Yokohama Red Brick Warehouse that is bent big “NIKE BUILDING TWIST”. Matches the pattern of the day that movie was finished! Red Brick Warehouse will move as though alive, and witness that moment, the audience surprised. Looking at this movie, you should also resonant “wild” inner you!
What do you think?