Nike identified a problem with sneaker speculation in Hong Kong. Sellers would hire people to wait in line to buy up all the stock of limited-edition products, then resell them at a much higher price.
Nike wanted to connect with true sneaker enthusiasts in Hong Kong and cut out the speculators by placing its products directly in the hands of its true target market.
Teaming up with Razorfish Hong Kong, the brand created Nike Locker Room, a mobile website that allowed users to pre-order Nike sneakers online and enter a lucky draw to get first shot at limited-edition products when they became available. Nike Locker Room also allowed users to connect to Facebook, create a personal dashboard of sneakers that they owned or wanted to buy, and view a calendar of future releases.
The campaign made sneaker speculators a "thing of the past" according to the brand.
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