The American sportswear company. This engagement covered the digital launch of a sport-style capsule.
The Brief
Signal the game without shouting it.
Every campaign within a mile of the sport looks the same. Same shot, same crop, same hoodie on the same wall. This capsule had to carry the game from the track to the street without repeating the vocabulary.
The Approach
Full studio, one drop.
One studio, one photographer, one afternoon. The whole drop was shot in three hours, from starting blocks to street fits. The page follows the same energy. Fast, saturated, moving.
Outcomes
Sold out. Restocked. Sold out again.
The drop cleared in six days. The restock cleared in four. Two flagship city stores asked for the capsule before the page had been live a month.
Results
01
6 days
(first drop cleared)
Full inventory sold through the drop page alone.
02
2 restocks
(in first month)
Both restocks cleared inside a week.
The Word
Devin Cross
Brand Director, Nike Sportswear
“ Mira built us a page that looks like the game feels. ”
We did not want a drop page that looked like every other drop page. Jin got that in the first call. What we shipped feels like a mixtape, not a lookbook.
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