Nike React Launch

THE CHALLENGE

 

We partnered with the NIKE x JORDAN collab to launch Nike's newest tech.  

 

The REACT foam had been integrated into the upcoming NIKE HYPERDUNK as well as the JORDAN SUPERFLY, two flagship franchises in the basketball scene. Conscious Minds had been asked to support this launch with films that would lead the launch. 

IDEA

 

Instant Hops. 

 

The REACT foam launches you, plain and simple. It is unlike any experience provided by any other basketball shoe on the market. Strap it on and take flight. Leveraging found footage, old video games, and familiar viral clips, we embodied the experience and brought the art of flight to life.