Golf Course Reinterpreted
PROBLEM
The Nike Flyknit Elite shoe was the most aesthetically unique looking shoe to debut at the Sochi Olympic Games, changing the perception of how golf shoes could look.
ACTION
The visual storytelling focused on the two main product attributes — comfort (super lightweight and sock-like feel) and the lockdown feel for increased power and control.
Campaign assets evoked the benefits and uniqueness of the shoe by creation of the imaginary golf course landscape, drawn from the materials and patterns of the shoe.
RESULT
The very high-tech and futuristic creative supported with an omni-channel campaign created monumental buzz as Nike Golf athletes entered Olympic games, cementing Nike as a leader for the most innovative footwear in the industry.
Credits:
Creative Director – Mark Aver
Art Director – Inese Silina
Designer, Production – Jamie Oelrich
Athlete Photographer – Carlos Serrao
Agency – Logan
Retouching – Logan