CHALLENGE: Launch the KDX "Still KD" shoe in a disruptive and authentic way on Game 1 of the 2017 NBA Finals.
SOLVE: Tie KD's on court presence directly to the sale of the shoe through hacking the Nike SNKRS app by making the shoe only available when KD was playing. Also worked with artist Shawn Barber to hand paint and personalize 10 custom boxes for a lucky few participants to generate more hype and emphasize Durant's love of the game.
The shoes sold out within 2 minutes of the launch on the Nike SNKRS app. KD loved the designs of the box so much he kept 2 for himself.