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Nike Kids
Powered by 8
For the launch of the new Air Max Dn8 for Nike Kids, our objective was clear: build core memories of AIR for Gen Alpha and cement Dn8 as the icon for the next gen.
To get Dn8 on their radar, we had to meet them where they are: on their feeds (and their parents’), through the creators they follow, in the places they shop, and IRL where they could experience Unreal Motion.
Key Highlights
400+ Kids
(+250 Parents!) Experienced
Unreal Motion, Powered by 8.
40 creators
x 4 cities
authenticated the
Dn8 for their generation
31M Reach
through creators content
Beat the 8 LDN
Experience Unreal Motion, Powered by 8
On Saturday 3rd May we powered over 400 10–15-year consumers with the ultimate experience of Unreal Motion.
Watch the video for full event recap
Experience Snapshot
3x Consumer slots and
1x Elevated Slot for Creators, Athletes, SCI and JD communities.
1x Experience of Unreal Motion w/ The 8Centrepiece – an epic 8 figure installation that doubled up as an obstacle course.
4x Co:Labs – activation zones powered by partners that resonate most with the youth.
Unreal Customisation powered by Depop
Unreal Tekkers powered by EAFC & XBOX
Unreal Sneaker Cleaning powered by SneakerLab
Unreal Food:
Is it real or is it Cake?
2 x Special guests for our creators & athlete elevated slot:
Unreal Experimentations powered by Big Manny
Unreal Tricks powered by Billy the Magician
Integrated Media
Our media objective was to connect Air with our core consumers and create memorable Air experiences that drove awareness, interest, and sales to the full Dn family
Key Highlights
901.1M
Impressions
vs 235% vs Forecast
+169%
Increase in pROAS
$17.63 vs $6.56 BM
4.9M
Clicks Delivered
across Meta, Pinterest and Snapchat
Creators and Seeding
An unreal seeding offense to get Dn8’s on the feet of those who are shaping what’s next – certifying it as the shoe for the next generation
Key Highlights
35
athletes & creators received an elevated Seeding Pack
20
creators showed us how they styled the Dn8 - creating over 50 pieces of content
5.1M
views for our highest performing content
3.8M
followers from 5 affiliate partners’ who created inspirational parent & kid content.
Andrej
@andrejmihelson
658K followers
Zahide
@zah1de_kyc
8.5M followers
Limo
@limo_west07
87K followers
Nayanna
@nanaafro.2
192K followers
Len
@Lenwfischer
47K followers
Affiliates
Farah
@farahfossettte
146K followers
Naomi
@naomimillbanksmith
78k followers
Lauren
@educatingmummy
86.7k followers
Marketplace
Introduce the latest Air Max Dn8 innovation through ND, NMP and Nike Digital
Nike Direct Stores
Focus on 7x Tier 1 + 2 doors
elevated Kids zone takeover with focus on VMS & Styling
Extended to 75x doors
through product storytelling and connect copy on FTW walls
Nike Digital
Full digital ecosystem elevation for Kids & Teens across HP, Air Max CDP, KLP, TLP, SH, Targeted Comms and cross-gender PWs
15x
additional SU25 Kids/Teens assets from EMEA Mens Style Inspiration Photoshoot
1.77x
higher CTR to P1 KLP. 3.36% vs 1.9% BM
74%
clicks to PDP from KLP
vs 61.9% BM
Nike Marketplace Partners
Launched in retail and digitally with key Nike Kids NSW partners and extended seeding offense with their communities.
JD: 63 Doors
Zalando
Snipes
Footlocker
Partner Seeding
JD
Zalando
Partner Extension
JD x Sturdy Off
Massive shout out to the the full cross-functional team for
bringing this to life and every single person involved:
Gabriela Kravcenko, Anna Egger, Emily Cieslinski, Tommy Pham, Melissa Neault, Georgi Smith, Flora Brown, Archibald Bruno, Lionel Agbadou, Casper Wood, Callum Barker, Helen Stergios, Lindsay Britton, Bonolo Sebambo, Hristiyan Evtimov, Nathan Godfried, Andrea Lerena Sanchez, Felix Kaellner, Alena Neo, Julia Afonso Ruiz, Paul Golja, Michelle Loveridge, Marta Zamozniak, Porter Sesnon, Jola Jesuit, Chelsea Dandoczi, Jackie Oostveen, Sean Brown and Gabi Lima Boschetti + many more!
Thank You
Keep it Tight © 2025 Nike Rundown
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