We needed to communicate lethal, aggressiveness, speed, and effectiveness and highlight the celebrities around the world who were wearing the shoe, in a digital execution, that our audience could interact with.

We wanted to give the target a fun experience in a natural environment. So we installed three screens and a Kinect into a Nike Store front window. Every time a user performed a real football move in front of the screens, a corresponding Hypervenom statistic popped up.

Nike sold 65% of the product stock in one month, way above the 45% average.