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Announcing the worldwide release of the ZOOM KOBE IV iD

If you build it, they will come. At least, that’s what Nike expected with the exclusive worldwide release of the ZOOM KOBE IV iD. Nike would release 24 limited edition pairs of “The Power Tie” shoe by Kobe Bryant per day for a limited time from the NikeiD website.

But first they needed to reach the right audience at the right moment.

With the game and venue set, Nike approached Thug Interactive to set the stage.

Thug Interactive developed a strategy and concept for making a large impression. We produced a series of animations to be streamed live over the Staples Center Jumbotron and video and ribbon boards that wrap the internal circumference of the arena.

With an NBA All-Star under the spotlight the announcement made its debut, much to the delight of the crowd. “What an unbelievable ‘Wow!’ factor here.”