Nike | Go Mode

A new running sensation.

SET-UP

The Nike React packs every advantage into a single shoe: it’s soft, springy, light-weight, and long-lasting. It gives you “Go”. After a massive launch asking consumers to “Choose Go", Nike wanted to continue to tell the story of what a unique experience this shoe provided runners.

STRATEGY

We realized that running in Nike React wasn’t your ordinary running experience, it made you want to keep going because it was so responsive to you. Each step became an inspirational moment, a switch into a new running world enhanced by the shoe’s features, and your personality. React was a switch into Go Mode.

We brought the experience of Go Mode to life with Chloe Kim, an Olympic Gold Medalist in Snowboarding and Devon Allen, an Olympic Hurdler. As they laced up and took off, we captured their live action performance while expressing the feeling of their run experience using 2D illustrations. The illustrations pay off The Nike React product benefits through hyper-realistic and exaggerated moments, but also reflect the sport of each Athlete. Storytelling spanned from digital to retail.

My role included creative development, sell through, support through production and post-production, as well as brand communications roll out.

Agency: Conscious Minds