NIKE x ATMOS

AIR FORCE 1 PARANOISE 2.0

“Even though everything is uncertain these days, we shouldn’t stop expressing ourselves as the way we are, and creating our own world. I dream of every one of you expressing yourselves freely in the Youtopia that you create for yourselves.” - G DRAGON

In a year where uncertainty has been the only certainty, we reimagined how to inspire our consumers and engage with them in the new possible. We came together with Atmos cross functionally to execute the first ever regional launch across Indonesia, Thailand and Malaysia, THE PARA-NOISE. 


For a product with this much heat, the question was beyond simply how we serve demand. We asked ourselves how we could engage our existing consumers while inviting Her into the sneaker scene in an organic way. We tried something new across the region that has yielded results beyond-the-100% ST and learnings that will enable us to continue to grow our presence in the NBHD.

LEAD WITH DIGITAL

BE IN HER PATH

GIVING BACK TO THE NBHD

Lead with Digital

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Social media as the key marketing channel where influencers will share content and video on their own social media platform including launch mechanics on instagram story as well as other digital platforms.

Social Media Growth

+19,687   +7%

Overall followers gained

+7,526   +7%

Indonesia

+3,834   +3%

Thailand

+8,327   +29%

Malaysia

0.9%

Consumer demand served

36,273

Online raffle entries

Raffle Entries Results

13,001

Indonesia

0.8%

Consumer demand served

8,976

Thailand

1.7%

Consumer demand served

14,296

Malaysia

0.5%

Consumer demand served

Be in HER Path

Women's exclusive early raffle to empower the female sneakerheads with an opportunity to cop a high-heat collab. Atmos created Women's-led campaign assets across Indonesia, Thailand and Malaysia obsessing the right background and content, to extend reach to the wider women consumer.

Smaller size runs for women's only raffle.

11,123

Women's only raffle entries

31%

of total entries

3,325

Indonesia

26%

of total entries

2,893

Thailand

32%

of total entries

4,909

Malaysia

34%

of total entries

Giving Back to the NBHD

Atmos Malaysia partnered with PitStop Community Cafe on a fund raiser to support meals for the challenged community members in the current time and situation.

The sneaker community isn't built solely around high-heats or collabs, it's a community of people brought together by a common interest and an extended family is always willing to reach out and help each other. It's this sense of kindship and camaraderie that would extend to a wider community.

100% of raffle tickets sold will go to Pitstop Community Cafe.

17,340

Raffle tickets sold

20,163

USD fund raised

8,000

Meals will be distributed

Don’t miss a beat in case you don’t know who G-Dragon is.