Unlike most of the world, NIKE isn't the leader in Japan. So many athletic brands compete for the attention of Japan’s youth, especially at the GMS (General merchandising store). The store itself is really cluttered, making it difficult to get our message across, and for them to even find the NIKE section.In this cluttered market, the client wanted Nike to be accepted by bukatsu teens as their brands while building a system of raising sales.

Disrupt their shopping habits and direct them to the Nike space using a Manga platform.In the store, you can feel real excitement; it’s as if you are actually at the game site.At the store entrance, the manga shows the team bonding before the game, cheered by supporters in the aisle, and the climax of the game at the product shelf.The outcome of the game can only be seen by Nike purchasers, and is accessed on the shopping bag.

During the campaign, sales grew 20% vs last year.