Nike launches digital spring fashion show

The company, which in the past had put function over fashion, is targeting the youth segment, consumers aged 16 to 25 who live an active lifestyle but also have a keen eye for design.

The sports label has created a platform, developed by interactive marketing company e-Crusade, allowing internet users to flip through an online fashion magazine as they would with a print title.

Consumers can use the fashion catalogue to try out various Nike outfits featured in the company's Spring 2005 collection - themed Nike Campus - and create their own looks and photos.

The site (nike.com.hk) has been designed with a college campus feel.

"The concept behind the campaign is to get the youth segment to be creative in mixing and matching clothes to create their own sports culture," said Florance Yip, marketing director at Nike Hong Kong. "When we talk about fashion, most people get the latest trends from a fashion magazine. Hence, e-Crusade put up a special experience (on the web) that stimulates flipping through the Campus magazine ... And, we also reward the participation by encouraging users to vote for their favourite mix."

She added that Communion-W also produced a print copy of the magazine with the help of artists from the US, Japan and Canada.

In a bid to promote the new collection, the sports label has also tied up with telco PCCW's Now for an avatar contest on its now.com.hk website.

Now users can create outfits from the Spring line and build their avatar.

"Avatar is an identity in the virtual world which people use to represent themselves. Now.com.hk is a pioneer in bringing avatar to Hong Kong and has built a community with a significant group of our target audience to create a place where they can get together and express themselves or share thoughts and ideas with peers."

Nike claims its site has pulled in more than 53,000 web users since launch, with 580 avatars created on Now.

Group M's mOne handled media.