Nikki Wicks
Oct 7, 2014

CASE STUDY: How Nike and Razorfish connected with sneaker fans in Hong Kong

Nike turned to Razorfish to create a customer focused solution to connect with fans and help put an end to a sneaker speculation trade that was preventing real Nike enthusiasts from owning limited-edition products.

CASE STUDY: How Nike and Razorfish connected with sneaker fans in Hong Kong


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.

Nike Locker Room gained 49,140 new members and racked up 1.3 million pagesviews in the first six months. The platform also saw an 87 per cent unique visitor increase to from Hong Kong, compared with the previous year.
The campaign also earned Razorfish Hong Kong a gold award at the 2014 Mobile Marketing Association Global Smartie Awards, in the category of Mobile Website.

Case study video

Related Articles

Just Published

15 minutes ago

UM unveils ‘Futureproof’ positioning

IPG media agency to prize speed, diversity and ethics.

19 minutes ago

Industry’s gender equality progress ‘not fast ...

The marketing leader explains how Mars is trying to give a platform to women whose voices 'are not typically heard' and discusses what more the industry needs to do to achieve true equality.

18 hours ago

Mid-level female creatives don't feel 'heard'

This International Women's Day, we ask mid-level female creatives in the region what their biggest pain points are working in a male-dominated field.