Challenge: The AirMax360 is an innovation milestone for Nike. The product modelled by Liu Xiang and Nike, launched the AM 360 Liuxiang-edition in China. How can we make all audiences expect it and desire to have a pair?

Solution: A strategy based on the Sina’s self-developed Web 2.0 product Graffiti board – to achieve the brand’s objective of in-depth interaction with audiences and impress Nike & Sports enthusiasts AM 360 L.X going to release.

Results: The campaign is a measure of success! 2,500 artworks received during 25 days of the campaign. 1,000 pairs of Nike Ltd LiuXiang-edition were sold out in a few days.