The project’s objective was to use creative storytelling to raise awareness for an important cause: finding a cure for Parkinson’s disease. The 25th anniversary of Back to the Future was the perfect opportunity to leverage ties between audiences and Michael J. Fox and connect them to Nike, the Michael J. Fox Foundation (MJFF) and the Back to the Future franchise.We created a cinematic trailer featuring original cast and crew as well as an interactive time-traveling website devoted to auctioning 1,500 pairs of the greatest shoes never made: the 2011 Nike MAG. The project generated $9,429,459 and an enormous amount of awareness, ultimately helping the MJFF take one step closer in their goal of erasing Parkinson’s disease from the space-time continuum.

A teaser film was released from Doc Brown, to raise awareness about the campaign and engage our trainer fanatics and film buffs in a debate about the rumours about the shoe.

Once the debate reached its peak, we launched a cinematic trailer featuring the original cast and crew from Back to the Future. An interactive time-travelling website was devoted to auctioning 1500 pairs of the Nike Air Mag trainers. Michael J. Fox announced the initiative on The Letterman Show revealed the Air MAG to kick off the campaign.

A live celebrity auction in LA started the bidding, and the website functioned as an interactive showroom for the course of the auction. Fans could explore the sneaker, bid on their own pair or watch the Back To The Future short film.

Fans could keep track of how many shoes had been sold, how much money had been raised, and could also donate to the foundation.

From September 8—18, 1,500 pairs of the 2011 Nike MAG shoes were auctioned off, netting a total of $9,429,459 with 100% of proceeds going to the MJFF. The cinematic trailer ranked as the Web’s #1 viral video on AdAge.com. There were over 100m TV impressions, over 480m digital impressions and nearly 2m related articles in print circulation. Related Twitter conversation increased by 1,007%.Sneakerheads, Back to the Future fans and Parkinson’s activists around the globe united through the campaign, raising awareness and financial support to find a cure for one of the world’s most crippling diseases. Nike and the Michael J. Fox Foundation now consider themselves partners and look forward to working together on future initiatives to help find a cure for Parkinson's Disease.