Nike Tuned 10: Evolve

London based Nitro Group has produced a fully integrated campaign to support the launch of Nike’s latest Tuned Air 10 trainer, sold exclusively through Foot Locker. Called ‘Evolve’, the campaign sets out to tackle long-term growth in the “tech” shoe category.
‘Evolve’ reignites the desire for performance products and technology in footwear and fashion. It not only asks people to embrace the latest Tuned shoe but also to embrace the very future itself. The spectacular and highly technical ad features a gymnast tumbling through an urban environment. As he moves through the space, each surface he touches fragments into trixels. The space becomes more and more alive until there is a cascading tickertape storm of colour in the air. As he makes his final landing, he himself explodes into tiny trixels and those shapes form the words “Evolve at Foot Locker”. Then, after a beat, those same shapes implode to form the Tuned 10 shoe, ending with “Tuned Air 10” and the URL.