Influence the influencers, using as flagship the new Sportswear collection: BLACK PACK.The BLACK PACK collection was designed form the inspirational: "Real athletes wear Black", and under the positioning of a collection "designed for sport, crafted for life".

Notorious Nike athletes were conveyed to represent their secret fantasies in their own chapter.Through in-depth interviews we got to know each athlete and we were able to get interesting quotes to tell the story of their "secret", then portrayed in a book.Typography was a key element to transmit authenticity to the stories.The book was distributed only among opinion leaders, but used as the cornerstone of a 360º campaign.

A flawless art book.6 different kind of limited editions were printed, each with a black chapter to be completed on iPad/iPhone application.Brand edgy style attributes were built, positioning Nike a step forward.High demand of the “ghost” book.Great press amplification.Concept was also executed in OOH, print and merchandising.