We have an all-thread tennis shoe and needed a beautiful design to be noticed on the streets, shopfronts and points of sale. We've created an all-thread ad, made by hand, as Mizuno WaveKnit looks like. We've analyzed the maps and running tracks of the 3 most important cities that host the major running circuits in Brazil. We've re-drawn and stylized them to create an ad that displayed the tennis and the streets like a single piece, linked by the strings. We've placed the ads in sports shopfronts, points of sale and outdoor ads next to running tracks.

We've made a lot of pre-tests to have the perfect design to reflect the WaveKnit in its essence. We've tested a bunch of different thread textures, nail sizes, color graduations to get to the perfect combination and deliver the most faithful replica. At the end, in the hole project, we've used 3 tennis colors: black, blue and pink, + 8000 km of streets replicated, + 5000 meters of strings used, + 6500 nails, 5 different thread textures, 11 color graduations, 3 different nail sizes to create depth and we've had + 300 hours of work. Our main piece had 2,00 x 1,45 meters. Other sizes were made according to the media.

This idea was a breakthrough inside the client's mindset. We've helped change the way Mizuno thought about the power of craft and design in the matter of their communication. It was always a very important thing on the products but not on the ads. The consumer also noticed the change, becoming more active on the social media and other brand channels. Specialized websites organically spread the idea. The campaign is still in stores at the moment of this writing, but the increase in sales is already a fact. The briefing was to communicate a revolutionary running shoe, all made of thread, that looked like sewed by hand. We found at the essence of design the answer to that challenge.