Nike: House of Jumpman

The background

Nike knows that Jordan sneakers are more than just trainers. They’re fashion
statements, collectibles, art pieces, and so much more—and people go to great lengths to get them. So we took the classic sneaker drop to the next level and made it more digitally interactive than ever.

The execution

We debuted the House of Jumpman WhatsApp Experience at Sole DXB, the largest fashion, footwear, music, and lifestyle festival in the Middle East. Instead of making people wait in long lines and refresh browsers hoping to get lucky, we streamlined the sneaker drop experience and made it a lot more fun. After scanning the QR code and singing up, people received hourly updates on upcoming drops so they never missed their chance to enter the raffle for a chance to buy them.

The House of Jumpman WhatsApp Experience favored true sneakerheads over
resellers; to join the raffle, people had to flex their sneaker knowledge and correctly answer trivia questions. If they successfully entered the raffle, they received a digital scratch-off ticket to see if they won. Winners could skip the normally long lines associated with sneaker drops and simply purchase them at the Heat Vault, a VIP area located next to the House of Jumpman installation.

The integrated digital raffle experience had a lot of moving parts, and our team hustled to put it together in a very short amount of time. There was numerous user flows to nail down and lots of on-site logistics to figure out, but we pulled through and made it happen.

The results

Users shared their excitement about The House of Jumpman WhatsApp Experience with us via WhatsApp throughout Sole DXB. They were thrilled that it took the friction out of a heat acquisition, making it a fun raffle instead of a race against the clock. We also broke the mold and changed the way sneaker brands think about executing new product drops—it doesn’t have to be first-come, first-served.