Bucking traditional retail trends, we headed to Paris' outlying suburbs. With two icons influencers who grew up in Grand Paris, we installed pop-up shops in building entryways’ in neighborhoods just outside Paris,giving residents an exclusive sneak peak at the Air Max before it hit stores.

A game-changing way of going about business,the new model flips tradition on its head and allows for influence and exclusivity to take hold outside of Paris,before working their way to runways and swanky stores. More and more trends are popping up in the suburbs,where the stage is being set for tomorrow’s fashions. With this premise in mind,Nike and YARD decided to launch the new Air Max 270 where styles are being born.We ventured beyond city lines to target today’s trendsetters.

We launched a parallel national print and digital campaign for Nike featuring French trailblazers from Grand Paris:rappers, a comedian,a director, a boxer, and a biker.

We first opened pop-up stores in 2 Grand Paris icons' building entryways: actor Lucas (affiliate from rap group PNL - more than 1 million sold albums and 650 million YouTube views), rapper Mac Tyer (8 albums since 2006) on March 23rd. They hosted the shops in their neighborhoods and shared content on their own social media accounts. Both sold out.

3 days after, a national print and digital campaign started, with several Grand Paris influencers as models: rappers Remy and Moha La Squale, comedian Ohmondieusalva, director Lucchino Gatti, boxer Bambi, and biker Michay. Broadcasted on subways, bus stations, billboard (Nike stores and Nike Town on Champs Elysees, Paris). And interviews of the 6 influencers with French major urban talk show Clique. They also spread the launch on the social media.

Lucas: https://www.instagram.com/je_vis_je_viser/

Mac Tyer: https://www.instagram.com/mactyer_officiel/

Moha La Squale: https://www.instagram.com/mohalasquale/

Remy: https://www.instagram.com/cestremy/

Ohmondieusalva: https://www.instagram.com/ohmondieusalva/

Lucchino Gatti: https://www.instagram.com/luchinogatti/

Bambi: https://www.instagram.com/bambi.92i/

Michay: https://www.instagram.com/michay94/

30,000 sold pairs in the 2 months after the launch, reach: 181 million, engagement: 265K.