Nike Retro Basket tells the thirty-year history of Nike basketball shoes. The campaign is targeted to the Parisian market, specifically to people aged 25-35 years. It includes illustrations by renowned illustrators such as Paul Davis, Julie Verhoeven, and Billy Jean, as well as young, undiscovered creative talents (declined in outdoor, press, postcards, retail advertising etc), that are references for the target: “I’ve grown up as Nike’s basketball shoes range has grown up.”An event: an exhibition on the thirty years of Nike basketball shoes evolution. Collector’s badges were also distributed in Paris’s hottest places.

Over two months, a range of media communicated the message, including: billboards in subways and streets; postcards distributed in trendy shops, cafes, bars, restaurants and nightclubs; press ads in trendy fashion and other magazines; an exhibition event in one of the busiest central subway stations; in store events and advertising in the Paris Citadium megastore, the Les Galleries Lafayette megastore, all the Courir stores, and in small trendy sneaker shops; collector badges distributed in stores, during live concerts, parties and other events.Check out the movie ‘Paris City Attack’ to get a global vision of the multiple actions.