To promote signature athlete Vince Carter and the NIKE Shox VC IV, we created a flight-themed section on NIKEBasketball.com that integrates with the offline campaign. The site is presented as if the audience is seated in first class. An “In-Flight” video, made exclusively for NIKEBasketball.com by us, is the section’s main feature.

The video was so successful that NIKE incorporated it into their Niketown stores. During the flight, consumers can check out the “In-Flight Technical Guide” to learn about the shoe’s performance benefits. The section features various callouts to purchase the shoes, in addition to showcasing upcoming style changes.