From the lab to the streets, to the courts, to the clubs, to the people who made it their own. Nike made sneaker history. But in China, kids rocked the shoe, but didn't know the history behind them.

How do we create a campaign that will educate China's sneaker fans about Nike's past, present, and future innovations and communicate its impact on culture around the world.

Instead of creating a dry history lesson, Nike schooled kids in its legacy through an interactive SneakerVerse, brought to life through a 3D WebGL mobile site. It launched on WeChat, China’s biggest social app, shared knowledge and tested them on it. The site immersed kids in Nike’s storied past, innovative present and visionary future, communicating it’s impact on culture around the world. The top scorers were brought to the “Sneaker Slam Shanghai” exhibition – a festival that brought ballers and street icons together.

The schooling continued on-ground at Sneaker Slam Shanghai, bringing street ballers, beat makers, graffiti artists, and sneaker fans together to celebrate Nike’s most iconic shoes – as voted by China’s sneaker elite. Each shoe’s story was projection-mapped on the godfather of it all, the Air Force One. Fans customised the AF1 by triggering their own beats and changing its colorway.

The festival transformed kids from fans to fanatics.