Case Study: Nike drives inclusive sneaker demand with WPP’s Mindshare

Nike sells out sneakers in under 20 seconds with WPP

Nike faced the challenge of reaching Gen Z women in Australia with a new female empowerment-focused sneaker collaboration in a traditionally male-dominated streetwear industry. The vendor WPP, through its agency Mindshare, was tasked with creating a more inclusive campaign that would resonate with an audience heavily influenced by Chinese trendsetters and unboxing content.

WPP's Mindshare broke convention by partnering with a food delivery service, Easi, to create a Footlocker House of Hoops restaurant on the app. This allowed customers to order the exclusive sneakers as easily as food. The solution sold out the shoes in less than 20 seconds, generated earned media that reached 3.5 million people, and established Nike as an inclusive brand for a new generation.

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