When Nike and Tinie Tempah teamed up to create their one-of-a-kind Disturbing London Nike Blazer, it was crucial to embody the iconic status the shoe deserved.

Celebrities sparked intrigue, with Rita Ora and Jessie J wearing the exclusive Blazers at major summer festivals in the week before. The Nike Disturbing London Blazer quickly became the most desirable kicks of the summer.

Those who managed to hunt down a pair not only got the limited edition shoes, but were also awarded with VIP access to the Nike+ Fuelfest and a private party held at Shoreditch House with Tinie Tempah himself.

When the mission dropped, engagement grew at an unprecedented rate.

We reached a staggering 10 million people across Twitter – generating 20,000 #Blazerhunt mentions on the day alone. We also saw over 500 fans take to the streets to join the hunt.

Nike UK’s Twitter account saw an influx of activity and new followers during the campaign and in the days that followed.

We utilised the power of social media to deliver a campaign that took consumers on an exhilarating chase to get Nike’s most sought-after Blazers.