NIKE Air Max

How NIKE harnessed UGC to grow brand engagement

NIKE Air Max

Awareness of the already-successful brand was increased and the internet almost blew up. Twine’s user-generated content walls gave unique and changing color to the sites they were implemented on, giving a social dynamic to what was usually a static site.


CLIENT: NIKE Australia


The Case

History deserves good marketing, and when you have a shoe with the history and following of the NIKE Air Max, marketing is that much more important. With the 28th anniversary of the legendary Air Max, NIKE Australia planned a big party. Through engagements with major shoe retailers and fan sites, NIKE staged a brand “takeover” of the shoe universe with saturation coverage of the popular shoe being seen on sites across the internet.

The Approach

Twine’s Professional Services Division collaborated with NIKE to build walls of NIKE fan-generated content that would appear not only as standalone pages but also as website backgrounds. On a single day - Air Max Day - hundreds of sites across the internet “went Air Max” with ads and Twine-provided content.

The Outcome

Air Max Day - March 26, 2015 - was a tremendous success. Awareness of the already-successful brand was increased and the internet almost blew up. Twine’s user-generated content walls gave unique and changing color to the sites they were implemented on, giving a social dynamic to what was usually a static site.

Join the world's most sophisticated social marketers

Ready to unlock your fan content? Get a free demo of TwineSocial today!