Nike celebrates 20th anniversary of Air Max 95 with re-release and collectable trading cards that drove traffic.


By Taylor Recchia | Impressionist

Nike Hong Kong got nostalgic and threw it back to the mid 90’s with their 20th anniversary re-release of Nike Air Max 95 sneakers. While creative agency Ogilvy & Mather mixed old-school with new-school technology for an in-store traffic and sales driving program.

We all know how hard it can be to drive in-store programs but creative agency Ogilvy & Mather made it look easy by collaborating with local Hong Kong artists to create Air Max 95 collectable trading cards, and offering them through re-fabricated vending machines in Nike stores.

The cards quickly hit the social airwaves and became collectables, offer snappy artwork and promotional offers while requiring those looking to see them to go into the store. Each card was designed to incorporate the styles and ideals of Hong Kong over the past 20 years and to up the ante, Nike produced three rarities for those lucky enough to grab them. Two of the “Willy Wonka” like cards; the ‘Air Max 95 OG Neon Card’ and the ‘Air Max 95 Greedy Card,’ allowed access to get a limited edition sneaker. The third was the metallic hologram ‘Nike ID Card’, and if scored allowed the lucky winner to fully customize their own pair of Air Max 95 kicks. All incorporated QR codes with links to other content goodness.

Proof of concept was in the results as Nike Hong Kong increased foot traffic by 23% and sell through by 56%. It would appear that Ogilvy & Mather knew how to leverage a budget to the max, thus maxing out Nike’s Hong Kong stores.