Key features:

• Avant-garde interpretation of a rich product heritage
• Pioneering retail use of 3D printing technology
• Bespoke executions for each retailer
• Widespread launch coverage across consumer and industry press

To celebrate the 30th Anniversary of the Air Force 1 (AF1), Nike took its classic urban design and evolved it into a shoe for the future – the Lunar Force 1 (LF1). For the global launch on 12.12.12, we were briefed to execute a campaign promoting it to London’s trendsetters and fashion lifestyle press.

The campaign ran across all of London’s premium sneaker stores including Nike’s 1948, Size?, House of Hoops and Foot Patrol, as well as a special Be@rbrick installation in Dover Street Market.

Drawing from the all-white design that the LF1 shared with its AF1 predecessors, the campaign showed the inspirations and 30-year heritage behind the shoes.

This included the white washing of stores, a giant lunar rocket and a series of bespoke neon installations referencing the pivot point on the soles of AF1s and LF1s. It also included the pioneering retail use of 30 3D printed objects – one for each of the 30 years since the first AF1 in 1982.

The launch was a massive success, with extensive coverage across key press and social media. Many stores had sold out of LF1 stock within days.