Challenge

Nike is launching the new Zoom Fly Triple Black shoe, exclusively with JD Sports, to coincide with going back to school.

The Zoom Fly is traditionally known as a running shoe, characterised by its futuristic design, lightness and cushioning. But significantly, the new Zoom Fly Triple Black’s sleek design and sophisticated colourway makes it equal parts to sportswear, proving that you don’t have to be an athlete to wear these trainers.

To resonate with their college and school-aged audience, Nike knew they’d need a new face to embody the go-getting hustler attitude of the Zoom Fly.

Solution

Enter entrepreneurial Berlin and London-based rapper Kelvyn Colt. He ditched his law degree in Germany and moved to London to produce music – alongside setting up a consultancy for startups. Who better to front the launch of the Zoom Fly for gen Z?

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Activity

To support the back-to-school launch we created three films, produced by Riff Raff Films. All three original, tongue-in-cheek films are fronted by rapper Colt, and feature on JD Sports’ social channels and in JD Sports stores across the UK.

The films follow Kelvyn’s jam-packed life as he runs from a taxi to a studio recording with producer SugaBoy, to a personal training session with Track Mafia's Cory Wharton-Malcolm. He’s constantly on the move. The films end with the tagline ‘Gotta Run’, positioning the Zoom Fly as the perfect lifestyle and running shoe for busy, active youth in the city.

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Results

The campaign has recently launched. Watch this space!