“Black Mamba” kit
To build global buzz for a new shoe based on Kobe’s nickname, the Black Mamba, we targeted the planet’s 200 most influential sneakerheads. We made 200 mambas in terrariums, with thumb drives built into the snake’s heads, each holding an exclusive, pre-release Robert Rodriguez movie made for the consumer campaign.
Response was phenomenal. Sneakerheads wrote about the shoe, the film—and our package. One called it “the coolest press kit of all time.”
Keywords: Nike, Community Engagement, Content, Media Relations, Packaging, Strategy, Sport