Underfoot sensation - one of the main points of the Invincible line. Providing a plush feeling, the new outsole gives a new unbelievable experience. How do you visualise this feeling? This was the main question from the client's team. To address it, we plunged into the R&D phase and experimented with different soft materials.

Balancing between reality and the exaggerated world, we caught a wave of playfulness and super-cush softness to capture the new benefits of the product. Through the change of states, we discovered a new world hidden under the sole - unbelievable, but tactile and real.

Gathering a combination of soft materials such as foam, rubber, marshmallow, and sponge, we extend them to surround the space with resilience, softness, and malleability. The shoe inflates and pushes away from the surface, scaling up and translating a cushioning and highly soft effect.

The campaign was launched across all the brand’s official channels — social media, shops, outdoor advertising, and website. Gathering more than 1M likes, the post opening this campaign became one of the most successful on the @nike Instagram account.

The campaign was launched across all the brand’s official channels — social media, shops, outdoor advertising, and website. Gathering more than 1M likes, the post opening this campaign became one of the most successful on the @nike Instagram account.