Launch of Lunar Force 1

Engaging with a trend audience to launch the evolution of an urban style icon.

To celebrate the 30th Anniversary of the Air Force 1 (AF1) shoe, we were briefed by Nike to execute a campaign promoting the new Lunar Force 1 edition to London’s opinion formers and fashion lifestyle press.

Drawing influence from the all-white design that the LF1 shared with its AF1 predecessors, the campaign demonstrated the inspirations and 30-year heritage behind the shoes.

We executed bespoke installations for each retailer, including the whitewashing of stores, a giant lunar rocket, and a series of bespoke neon installations referencing the iconic pivot point on the Lunar Force 1 (and Air Force 1) sole.

Our interpretation of a rich product heritage included the use emerging technology, with 30 3D printed objects – one for each of the 30 years since the first AF1 launched in 1982

The 2012 campaign ran across all of London’s premium sneaker stores including Nike’s 1948, Size?, and House of Hoops. The launch was a success, with extensive coverage across key press and social media. Many stores sold out of LF1 stock within days of launch.