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Brief Published: 30 Nov 2011

Nike Projects its Next Star


Keen to generate a buzz around its newly launched Jordan Melo M8 shoe, US sportswear giant Nike teamed up with creative agency Wieden+Kennedy in New York for a jaw-dropping projection-mapping display.

Nike hosted an impressive evening event called Explosive Water Projections at Pier 54 on New York City’s Hudson River. A crowd of 2,500 was treated to an amazing basketball performance by an 85ft projection of Carmelo Anthony – known as ‘Melo’ – on water fountains. The New York Knicks basketball player is the brand’s eighth signature model.

With big brands like Nike, Ralph Lauren, BMW and H&M embracing this form of spectacular advertising, projection mapping is fast becoming the foremost marketing tool for brands looking to demonstrate their ability to stay ahead of the curve. For more like this, see our Projection Mapping report.