In 1989, Nike designer Tinker Hatfield created the AirMax1. Inspired by the unique ‘inside out’ architecture of the Pompidou Centre in Paris, Tinker decided to cut a hole in the shoe’s sole and reveal the signature Nike air capsule. Twenty years later, in the summer of 2009, Nike launched the iAM1 campaign in support of the re-release of the classic and updated AM1 shoes.In the spirit of the original AM1 design inspiration, Nike asked us to devise a digital enablement piece that would allow fans to reveal their cities by sharing their own extraordinary journeys for others to discover.

The concept for Nike True City has remained consistent. Rather than a guidebook for visitors, the app delivers a powerful combination of premium, geo-tagged content. Users get an alternative taste of their city - updated in real time by real people - and become inspired to start tagging and broadcasting their own view of the city on the fly.It’s a powerful two-way partnership between the brand and its audience. Nike True City aims to inspire influencers and Nike-lovers to share their true experiences of living in some of the world’s most amazing places.

One month in:- Over 1.3 million search results for ‘Nike True City’ in Google - Features in the Independent newspaper, Campaign and Revolution magazine- Over 140,000 downloads - Over 10,000 downloads on first day of iTunes Store feature- Number 1 iTunes rankings across Europe- 1,500 content submissions from users and counting