Nike collaborates with BBH China to develop a digital inspiration library to foster creativity in order to rekindle enthusiasm and re-engage China’s youth.
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The “Trove” experience, a constantly expanding archive of Nike’s collaborations and displays, was launched by BBH China in cooperation with the Nike Global Catalyst Brand Management and Unit9. A team of cultural pioneers inside the Nike family empowers and inspires the next generation with their unique ideas while also promoting and leading youth culture. Trove is a platform where all of Nike’s chosen collaborations will be reinterpreted in the digital sphere, in the hopes of bringing innovative thinking to the new generation.
Each drop will present the design philosophy and worldview of a Catalyst. The intention is to introduce Chinese teenagers to positive role models who are passionate about topics like sports, sustainability, health, music, etc. Nike’s collaborations with GDragon and Matthew M. Williams, the new creative director of premium fashion house Givenchy, have both released two drops.
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The campaign uses an immersive 360-degree interactive film and AR activities to bring each collection to life. Nike’s pioneer users are invited to an exclusive offline event that serves as the culmination of the online activation. These “drops” and events are adaptable, adjustable, and online accessible as well as in-person at the NIKE LAB shop in Shanghai and partner stores using AR.