A Pitch To Remember MMHK March 2009

Senior associate

Weber Shandwick Shanghai

Who was the client

Nike Shox Experience

What made the pitch so interesting?

The product made history by combining the most cutting-edge cushioning technologies in Nike footwear, Shox and Max Air, to produce "Air Shox." However, media initially misperceived the level innovation that went into the convergence of these technologies. Our challenge was to help media discover Nike's novel and unique Air Shox system in order to generate innovation-focused coverage.

How did you pull it off?

We researched the legacy MaxAir and Shox systems to draw out what made the Air Shox new. The best of the two technologies really result in the ultimate urban running shoe. Shoe images were combined with visually impactful urban scenes as backgrounds to strengthen the positioning of the shoe across all media. We seeded the product sample among the most authentic sneaker magazines for product testing and even encouraged comparison with the product's chief competitor.

How did you create the buzz?

We seeded the product innovation story among lifestyle media along with samples to sneaker media to facilitate product trails. And we pitched to media who would do running features, sure to capture the new shoe at its best angle.

What made the pitch succeed?

Weber Shandwick realised that the post-Olympics period provided an opportunity to communicate the Shox Experience+ shoe's urban running advantage as the best and simplest way to infuse people's passion for sports into reality.

What were the client's metrics on success?

To establish Shox Experience+ as the unopposed, undeniable, ultimate urban running shoe.

What were the results?

Popular sneaker magazine, Size, did a product test and generated six full pages on the shoe. The article's all-around analysis of the shoe explained how the new technology reacts in various urban environments and provided a comprehensive comparison between the product and its chief competitor, demonstrating the shoe's innovation. More than 40 such articles came out in related media, in which in-depth product stories successfully positioned the shoe as the ultimate urban running footwear.

Is there anything you could have done better?

We could have laced up in the Shox Experience+ earlier-it's a great shoe!

Why was this a pitch to remember?

It's all about correcting media's misperception about innovation. We finally made them agree with us that this is an ultimate urban running shoe.