A Different Kind of Advertising
Originality in the world of advertising often shines by its absence, but every once in a while we encounter a small dose of something “different” that makes us look twice. This time, it's the method Nike used to promote the new sneakers in the Kevin Durant line. Basically, they decided to bathe a replica of the shoe in ferrofluid, creating a rather attractive animated spectacle.
Standing Out in a Crowded Market
In this era of online sales and super deals, “physical” stores must do everything they can to put up a fight. Of course, big names in the market have powerful resources, but the brutal competition forces them to be more efficient and creative. Take the example of footwear. What can a company like Adidas do to surprise the public again with the new installment of the Messi line, or Nike with Kevin Durant’s sneakers? Simply presenting the new shoes and placing TV ads stopped being enough a long time ago. The magic of Web 2.0 allows fans to stay in touch with their favorite stars almost constantly, following their every move on social media and other platforms. What can a store do to complement that?
https://www.youtube.com/embed/XoUgHUcEhP4The Ferrofluid Display
Nike had a rather curious idea: ferrofluid. The striking liquid, developed by NASA in 1963, has not only found various applications over the years, but now it's being used for product promotion. Nike got in touch with the Guild agency, and the result is a replica of Kevin Durant’s latest sneaker, bathed in ferrofluid on a special platform. The replica was created in two parts with the help of a 3D printer, and a pair of neodymium magnets move inside, changing the surface of the shoe.
Where to See It
Ferrofluids require a lot of attention because they evaporate quickly, and this Nike advertising platform is no exception. Otherwise, instead of enjoying a shoe with spikes and strange shapes on its surface, it would be little more than an oily, sticky sneaker. Where is the shoe? As expected, at its flagship store in New York, the Niketown on East 57th Street between Madison and Fifth Avenue, a couple of blocks from Central Park. We have no idea how long it will remain there, but if you're in the area, take a look.
