Kobe X Flyknit. Two game changing franchises carving the future of the game.
The ninth installment of the Kobe Bryant line from Nike seemed like a shoe from the future. It is no secret that Kobe always pushed Nike to innovate to discover the next innovation for greater performance. And the Kobe IX was no exception. The sneaker was made of Nike’s Flyknit - their lightest and most innovative material - and it was knit together from a single piece of thread - providing a weightless performance sneaker.
Fit to Fly.
The creative direction for the campaign was derived from the universal experiences of every great player - The Sacrifice of practice, Driving the Lane, & The Glory. We partnered with players from the NBA's Drew League to capture the product in-action. The details of the designs unpacked the intimate journey of Kobe's return to basketball after he had torn his achilles - which can be seen in the red stitches on the rear of the left shoe.
Sold Fast. Sold Out.
The campaign bridged digital and social channels for Nike & Nike Basketball at the launch of the product. The shoes had a series of launch moments for different color ways, each selling out faster than the last.