Nike China has created an immersive digital and AR experience, ‘Trove’, in a bid to reconnect with China’s young people.
The digital experience aims to serve as an ever-growing archive of Nike’s collaborations with artists – or as Nike calls them ‘Global Catalysts’ – it launches with collaborations with Matthew M. Williams, the creative director of luxury fashion Maison Givenchy and GDragon, a leading figure in Asian pop culture.
Trove, which is the first work from Nike creative agency BBH China, aims to create a platform to showcase Nike’s collaborations with cultural pioneers around themes such as sports, sustainability, health, and music. The platform aims to inspire and empower young people in a bid to strengthen the brand’s connections with its target audience.
The Trove experience fuses augmented reality with an immersive 360 experiential video and is available online as well as in-store including Shanghai’s flagship Nike Lab store.
The Trove experience will culminate in an exclusive offline event featuring Nike’s collaborators.
Kelly Pon, chief creative officer of BBH China, said the campaign, which was created during Shanghai’s lockdowns, aimed to blur the lines between the real and digital worlds.
“We live in times of creativity where, more than ever before, there is the need to harness the power of positivity, purpose, and technology to uplift and reconnect. And that’s what we hope to achieve with this campaign.”
The campaign was created by BBH China with Unit9 and the Nike Global Catalyst Brand Management team.